This season to show NOKI's A/W09 collection NOKI joined forces with legendary photograher Mark Lebon and myself to produce a short fashion film. Like a lot of designers this season JJ (NOKI) enjoyed the chance to show his collection in a new medium and embraced a collaborative project. The film takes us through a story of his new 17 piece collection and showcases a huge step forward into new NOKI Silhouettes, techniques, materials and a positive sunny colour palette. The film was shown at the LCF last Friday evening with a champagne reception and everyone was given a copy of NOKI's new and very first lookbook.

Dazed Digital: What can we expect to see from NOKI A / W 09?
JJ: A perfect galvanisation of warmth and rehydration. Bringing mohair, plaid and NOKI tees together to create an all-new culture-jamming silhouette. Now with the collaboration between LMB and myself the sustainable textiles are coming through fast and furious allowing the NOKI creativity to really engorge. The collection turned out really colourful, dynamic and has a feeling of a trail of bright M&M’s in the snow.

DD: How do you begin working on your collection?
JJ: By carefully collecting the right sustainable textiles and putting them into groups, removing the irrelevant sections to reveal the new constitution of the garment to create a NOKI driven silhouette.

DD: If you were a girl and could only wear one NOKI A/W09 look for the rest of your life what would you wear?
JJ: The plaid look Number 8. The hem is out of the gutter and the clown mouth pockets keep your hands warm while poof bear slides down your cleverage.

DD: Why did you decide to create a film?
JJ: The legendary Mark Lebon approached me about creating a fashion film to show my new collection and I thought it would be a great collaboration and a new way to see NOKI A/W 09 in motion rather than a catwalk. Film is really important when you come from Scotland. TV is god.
The film will introduce the viewer to a more intimate reaction to the NOKI Silhouette, as the camera is able to pick up closer injections of detail normally missed. Mark was very keen to document the making process of NOKI to highlight the finer details that go into the one off creations.

DD: This is your first lookbook, why did you decide to make one this season?
JJ: As we are at a tipping point in the NOKI evolution I thought it would be good to take it back to the original NOKI concept and that was a fashion visual aid called the NOKI POD (package of desire). The design of the lookbook was very much centred on the original concept so a delight to have seen it come to fruition. I wanted the fashion community to leave the film with a clear fashion plate in hand of all the silhouettes.

DD: What can we expect to see from NOKI in the future?
JJ: This year brings to fruition the very first NOKI outlet in London on the 3rd floor of a new store called 123, 123 Bethnal Green Road, due to open in London during fashion week. This will allow the NOKI team to whip a sustainable frenzy together for the first time and really provide NOKI for the customer. As well as product to buy there will be a NOKI NHS after care service where you can bring your garments back to be worked on further or get the NOKI signature on garments you find dormant in your closets. Also the Stella Dore Gallery asked me to create a purely art oriented NOKI show so this will be available to see for the whole of August.

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