Categories: General
      Date: Jun 26, 2012
     Title: Teacake Tuesday helps launch Timothy Everest SS13 Collection

As part of the London Collections: Men fashion weekend, Teacake Tuesday not only worked on one presentation but TWO. No mean feat. Working to launch Timothy Everest's new SS13 collection entitled 'Everyday' the conceptual collection aimed to take visitors on a journey to discover how the language and boundaries are changing within the men's fashion sector. The event was conceived in collaboration with the London trends and creative consultancy, The Future Laboratory, and the collection was designed to be an antidote to the norm. The criteria for the collection was functionality, quality and style.

The event itself aimed to take guests on a journey to Spitalfields and in particular Elder Street, homes to both Timothy Everest's bespoke atelier and the creative headquarters of the Future Laboratory. Visitors were able to see elements of the bespoke process first hand at no 32, then the full collection at no 28 which had been set up as a pop up showroom, and then at no's 24 and 26, they were able to immerse themselves in the world that had been created by way of a short film screening. Lastly a workshop installation was devised which combined live action and filmed imagery which further brought the collection to life. Keynote guests included: Dylan Jones GQ, Caroline Rush BFC, Suzy Menkes International Herald and Tribune, as well as Numero, Fashionisto, the Telegraph, GQ Russia, GQ France, and the New York Post. You can see a video from the event here:

Teacake Tuesday helped create the overall event in conjunction with the Timothy Everest design team and the wider Future Laboratory team. Working to set up the strategy, and consult on elements of the collection including the key communication points, the team also worked to secure key attendees.