Monday, 28 October 2013

THE INDUSTRY: Donna Ida interviews Simeon Farrar

It was another highly packed event at the Condé Nast College of Fashion & Design on the 23rd October, as the industry’s most notable professionals met at the Institution for another exclusive event organised by The Industry. The likes of Courtney Blackman (MD of The Industry), celebrity stylist Rebekah Roy, jewellery designer Sarah Angold and Fashionising’s editor-in-chief, Tania Braukämper were in attendance and made for quiet the audience. After staging David Gandy in July with Hilary Alexander posing the questions, next up on the club’s enviable calendar was the founder of Black Score, Simeon Fararr, interviewed by the one and only Donna Ida Thornton (a long-standing member of The Industry herself).  The jean queen (who owns a retail mecca of denim boutiques) grilled Fararr on his outlandish London Fashion Week stunts, ducking lawsuits against Dior and Chanel, and causing, what one can only describe as, CHAOS with model of the moment and partner in crime, Cara Delevingne. 

The artist-cum-designer revealed that ‘for a brand to get anywhere you have to take some risks.’ Black Score burst onto the fashion radar when he staged an impromptu and unauthorised catwalk through the courtyard of Somerset House. ‘I’ve been kicked out of Somerset House three times,’ Simeon admitted. ‘However, the press we got from the first London Fashion Week Black Score stunt was more than we’d get if we had a stand.’ Being chucked out of Somerset House has, although, been the least of Simeon’s worries over the years. He revealed that his ‘Totes jel of my Chanel’ and ‘Dior is Dope’ t-shirts resulted in various legal repercussions, product recalls and settlement sums. But, to Simeon, breaking the rules is all part of his winning formula when it comes to creating a brand. Referring to himself as a ‘spanner in the works’, the artist-cum-designer explains that ‘as an artist, seasons were quite hard to come to terms with at first,’ and, by working to a six week lead-time, ‘it allows me to react to certain things, a lot of companies can’t react to things quickly ‘ as ‘in six months the moment has passed.’ 

Notably, however, it is the endorsement from the world’s top supermodels that has really pushed Black Score on to the scene. And, of course, Donna Ida asked the million-dollar question: how did Simeon win the heart of Cara Delevingne? Simeon confessed that, ‘as with anything, it didn’t start with any kind of plan – total fluke!’, going on to say, ‘we went around London Fashion Week and took pictures of people in the t-shirts. Cara and Jourdan were coming out of the Topshop Unique show surrounded by paps. I didn’t even know who they were, but I got someone to give them a t-shirt and got snaps – that’s how we met.’ And, in true Black Score style, the designer also dismissed the traditional methods of professional correspondence and instead totally embraces the power of social media. ‘We kept in touch through Twitter,’ the designer adds, and, the rest is HISTORY.

All information is sourced from Forward PR
All images/Photography: Sam Atkinson for The Industry

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