AVA Catherside - South London's Italian job
Every so often we come across a brand we fall for. Today it’s AVA Catherside. It’s two Italian girls living in London that started their experimental fashion line in the beginning of 2011, but the girls don’t really like talking about themselves. In a way they’re almost separate from their work. Everything they say is in unison - if there’s an idea one of them doesn’t like, it gets cast aside. There is no Anna did this and Veronica said that. There is just AVA Catherside, their combined alter ego. Both hailing from Milan, they’ve made London their home. Though the fabrics come from Italy, from working on ideas in their Elephant & Castle studio to giving the finishing touches to the made products, here is where everything happens. With production conveniently close, the quality control is done by the girls themselves and hey, they even do their own accounting. Choosing very few fabrics to work with each season, they also ensure everything is of the highest quality and to take it up a notch, they are happy to welcome people at their London studio to tailor things specifically for them.
LN-CC FILM: Ava Catherside AW12 from LN-CC on Vimeo.
The concept behind their work is to deliver timeless and wearable fashion. They rebel against mindless consumerism and ignore traditional seasons - instead each of the new collections builds on the previous. Though many of their garments are unisex, androgynous isn’t the right word to describe them. The designs are minimal, they’ve been stripped down to the bare minimum where only the essential remains and adjectives like that lose meaning.
This is to say, you can share a wardrobe with your boyfriend, but not necessarily because this is what is in - because the ideas behind their work are so universal, its appeal lies on a different level. Though we’re not really looking to share our clothes with anyone, we’re definitely planning a trip to their studio.