BACKSTAGE at NINETEEN74's LONDON's CALLING

Imagine the scene: its the year 2222, centuries into the future. Vogue doesnt exist, neither does Armani, London is war-torn as an army of fashion creatives move forward to make a new mark on the world. The Next Generation if you will, the breed of unknown talent set for the future, the ones to watch for in years to come.

Such was the concept behind London s Calling, a project set up by professional networking site Nineteen74.coms founder Raoul Keil in collaboration with creative agency Factory 311s Nicholas Hardy.

Designed to bring together some of the hottest young talent around, the result was a team made up of Nineteen74.com ever-growing membership base not only from London, but across the globe; among them a French photographer, a German model, an Israeli designer, and of course a South African-based magazine. Evidence, if ever it was needed, of the internets reach.

In total some 40 people were involved one way or another in the making of this single dynamic image. The aim was to have an all-encompassing troop, we considered everybody necessary to make this work, from the hairstylist through to the journalist, says Keil.

The shoot itself took place at Spring Studios in London , with photographer Fabrice Lachant, stylist Semra Haksever and make-up artist Steven Canavan at the creative helm. From models poised to look as if they were moving, to the masterpiece sketches inspired by old war images and a kind of fantasy land, it was the innovative genius of 311's creative director Pierre Doucin and the beauty of computer generation that brought the whole thing together.

Say hello to Nineteen74.coms fashion soldiers of the future; its a revolution in the making.

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• nineteen74
• londons calling
• factory311
• nicholas hardy
• raoul keil
• fashion
• fashion network