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It began with a girl, a dream and a world rich with sights, sounds, nurture and lush green fields; let’s call it Craigend.

From here came ribbons, lambs in Silver Cross prams and a phase of flamboyant velvet hats. Multicoloured Staedtler pens, the majestic Kelvingrove and handsome Art School Sculpture Court gents with their bits snapped off followed swiftly on. Triumphs and lessons, canvas and cashmere, wise mentors (through blood or bond) and international adventure heightened the journey.

Five years ago the dream cranked up an unexpected notch and has since spiraled into a way of life, a wonderful way. It is, quite simply, The Art of Living.

Half a decade after whimsically establishing my eponymous brand, colours are brighter, direction defined and inspiration more ubiquitous than ever.

Aesthetic stimulus forms the framework for my every endeavor. It seems fitting, therefore, that this poignant juncture should be documented in the same manner.

My precious friends, advocates and loved ones, heartfelt thanks.

iona x


“The Art Of Living”

Following another incredibly fast paced year which saw launch of two further Iona Crawford womenswear collections; a host of new artworks,

some wonderfully challenging painting and fashion commissions; design and creation of “The Wedding Dress of 2012″ (to be unveiled

this coming Saturday as my precious sister Lindsay weds her darling Robbie); a Scottish Fashion Awards nomination;

New York Showcase and subsequent US success (lots more to come!); exhilarating Jaguar e-type adventures; introduction to a host of

incredible people and gallons of crème brûlée latte, it is with heart-beat-skipping excitement

 that I am delighted to share a snippet or two of what’s to come in 2012……..

 

Dear friends, this year shall be the finest yet, with a brand new pioneering collaboration for Autumn/Winter 2012 (surprises guaranteed!);

the launch of Iona Crawford Home Fashions collection in the US and Asia,

and unveiling of the first cutting edge Iona Crawford smartphone app,

it is sure to be more than memorable. Watch this space!

 

iona x



Admittedly, I broke my promise.

Whilst I apologise and sincerely regret each of the occasions I longed to write and ‘just couldn’t find time’ or some greater personal force prevented me from doing so; now, from beneath a Caribbean palm tree, the scent of Ambre Solaire dancing in the air, with the first…okay, another strawberry daiquiri set before my bikini’d bod – All Saints illustrative exotic bird Zoriada print number, a surprise gift from my ever stylish vacation companion (ic swimwear range coming soon) – the unfamiliar gift of time presents the perfect opportunity to pick up where I left off.

Over the past four years in business, I have had the exceptional privilege of visiting an array of diverse locations around the world; travels which have inspired, informed and assisted me in building strong foundations for my little empire. Yet, the commitment involved in ensuring the first few crucial years count – preceded by four intensely energetic years at art school – have meant that proper cocktail-sipping, sandy-toed, Grecian-sandal-fabulous holidays have been sidestepped in favour of often seven day working weeks, peppered with the odd day trip to St Andrews – nothing beats a blast of sea air and an ice cream headache.

The tables, my dear friends, have taken a temporary turn.

As you can probably imagine, a dozen or more of my most treasured, well-holidayed comrades urged me to swap all wireless compatible devices in favour of a careful selection of fictional paperback and a Sudoku puzzle jotter big hefty enough to choke Carol Vorderman. Alas, I struck a gentle compromise, packing a bundle of non-fiction literature, one token trashy paperback, a pile of fashion mags, and a sizeable sketchbook….with laptop and b-berry usage confined to only an hour or so per day….’least that was the plan until a wee parcel of crucial, hotter than hot new fashion-orientated business cropped up mid holiday – all shall be revealed very soon!

Unexpectedly urgent business aside, and despite my initial apprehension; guys, I am absolutely loving it!

Before being committed to type, this wee bleather was blissfully composed under a poolside palm, prior to translation into type in a Wi-Fi friendly spot – surrounded by what appear to be a rather frightening Caribbean girl’s junior hockey team – within the hotel reception area. From a leisurely pre long-haul airport wait spent people watching, to sunny, bronzed bodied days (not mine) and balmy dress-up-for-dinner nights, I am in people watching heaven.

Whilst I am perhaps a little more likely to be associated with bird and animal orientated subject matter, I do continue to dabble in my passion for life drawing, ordinarily nudes. There is, without a shadow of a doubt, no finer beauty than in the human form, with its diverse array of mannerisms, dialects and dress styles – no matter what tone,  shape, sex or……ahem, blood to Cuba Libre ratio. Despite the monster sketchbook calling to me to fill it’s pure pages with scribbled graphite torsos, limbs, expressions and giggle-inducing sun lounger poses; I fear undercover sketching may just be the quickest way to have oneself kicked out of the Caribbean. Palm tree doodles and eye-spy it is then.

iona (on location) x

Next month, my sister – the cartwheeler, not the finger clicker – will run the Dublin marathon.

I am immensely proud and bursting with admiration, ‘specially as I am rather partial to hitting the tarmac myself. Although, in honesty, I have never had even the tiniest inclination to run a marathon. I’m definitely more of a lone-runner – unless the rottweiler’s feeling up to it – and enjoy using the time to reflect and mull over business, formulate ideas and (believe it or not) write reminder notes to myself on route. The sheer marathon horror of being trampled by Pudsey Bear, the seven dwarfs or a man clad head to toe in deep sea diving clobber, acts as a frighteningly major deterrent.

What inspires more than anything, with my precious cartwheeler’s marathon participation, is her dedication towards raising substantial funds for Vision Aid Overseas, an international charity dedicated to transforming access to eyecare services in developing countries. Not only this, but on completion of her marathon, she will travel to Africa to volunteer her professional skills as an optometrist to refract, dispense spectacles and to aid in the diagnosis and management of ocular disease. She is a true, selfless inspiration.

It has never been more apparent than now, what a giving society each of us evolve within. From soup kitchen volunteers to charity shop staff, and full time carers to dedicated charity coffee morning cake-bakers. I feel a definite sense of regret at the lack of time I devote to such major causes, it’s so easy to blame hectic, twenty-four hour work commitments. Although, as fellow entrepreneurs will know – especially those in early, crucial stages of their careers – business is all-encompassing and often suffocating.

One devotion of time, which I am delighted to learn reaps positive benefits, is individual presentations I am invited to deliver to aspiring young men and women, sometimes involved in fashion and the arts, sometimes simply searching for a dream to aspire to. I am not now and never will be any sort of guru. I am however, incredibly passionate and driven by my vocation.  I cannot in any way claim reward for the tuition and support delivered to each of my fashion students, or for the encouragement and advice offered to each mentee business I am involved with through the Starter for Six programme because in truth, I find each undertaking unbelievably inspiring, rewarding and self-satisfying. In that sense, utter selflessness is tough to achieve.

I guess giving is hugely multi-faceted, varying in scale and devotion. Sometimes even the smallest gestures makes all the difference – picking up litter during a Sunday stroll; sponsoring a wee one for their primary school spellathon; voluntarily switching your extra-leg-room aisle seat for a spot between two sturdy businessmen and their day-old shirts, allowing a young family to sit together; or choosing not to put your jammy, burnt-toast-crumb-covered knife back in the butter. Seriously though, it’s amazing to be unwittingly given to, and even better to be the bearer of the gift. There is an incredible plethora of giving I intend to pay back and sometimes, cash just won’t cut it.

I may not run alongside Lindsay in Dublin next month, but boy will I be there in spirit…. and in the form of a bespoke iona crawford sweat band – oh yeh!  Who knows, they say the marathon bug bites later in life. Perhaps it will be added to the long list of giving goals I aim to score before retirement.

Back in the studio, the ferris wheel of fashion continues to spin, following last week’s foray in Notting Hill during London Fashion Week and in advance of next month’s showcase at the Institute for Contemporary Arts in London, where I have been selected as one of only ten designers to exhibit before a select audience of press, buyers and industry movers and shakers – no pressure there then…

Another exciting undertaking presently unfolding at Craigend towers involves creation of a piece for the beautiful Anna Meldrum, front-woman for Scotland’s hottest up-and-coming band, Kitty the Lion. If you haven’t yet experienced these darlings, do so as fast as your nimble fingers can type their exquisite title into the wee tool bar above. You will love them, and to add to the excitement, they play King Tuts on the fourth of October, swiftly succeeded by an Hour Show appearance on the eighth. Best of luck guys!

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Last night I dreamt I was a cardboard box.

Bizarre and a little mundane at first glance, but after lying in mild contemplation for a minute or two — before venturing into the dewy darkness, only to traipse in some time later with severely squelchy Asics, drenched knickers and well-cleansed knees — I resolved that there are worse things to be than an innocent cardboard box.

Identifiable, reliable, internationally utilised. Sturdy and strong when held together by the right stuff. Efficiently space-saving when dismantled and stacked, environmentally friendly when recycled. Incapable of telling bad jokes. Endless fun during the festive season. Let’s face it, kids always prefer the box to it’s state-of-the-art-gadgetry-in-toy-form contents.

True, they do tend to collapse into a pile of mush when drenched and distressed, but don’t we all.

Paper quality has been at the forefront of many a conversation this week. I’ve decided to opt for an entirely new, touchy-feely, edgier lookbook format this season – pushing the boat out a touch – and am delighted by the results so far. Working with a new graphic designer and printer has, thus far, proved a positive and incredibly stress-relieving decision….Who am I kidding – I’ve been climbing the studio walls and panicking over deadlines all week. Completely unnecessary, it’s in safe hands.

Countdown to my London Fashion Week Trunk Show with Wolf and Badger has begun, where the lookbooks in question will meet their debut. Do nip in for a glass of fizz if you’re in and around:


You are invited to join Iona Crawford for a special trunk show
featuring her Autumn Winter 2010-2011 Collection.

Guests will also be treated to an exclusive preview of Iona’s
Spring Summer 2011 Crear Collection.

……………………………………………………………………………………………………………..

Wolf and Badger
46 Ledbury Road, Notting Hill, London, W11 2AB
Saturday 18th September
12pm to 6pm

Bubbly refreshments and Scottish delights will be served

RSVP Iona Crawford
iona@ionacrawford.com
+44 (0) 7816504926

http://www.ionacrawford.com

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Well Mister September, you familiar flame-coloured, crunchy-leaved month, man do you have a task on your hands. Go on, better your late Summery predecessor, I dare you….

August has unquestionably been the best month in a long time, and this past week, the finest of the year so far. I have, in the past day, returned from my most amazingly memorable, shiveringly perfect fashion shoot yet, and as a result feel a powerful, overwhelming sense of exhilarated exhaustion, elation and emotion. During two sun-kissed days situated on Argyll’s spectacularly scenic coastline, my outstanding team and I laughed together, ate together and together, undertook the sort of fashion shoot which dreams are made of.

Thank you from the bottom of my glowing heart to my one-in-a-trillion photographer, David; David’s spectacularly dynamic assistants, Anna and Ksenia; my frighteningly beautiful and spectacularly gifted model, Martyna; make-up artist extraordinaire, Vikki; expert stylist and spiritual godless, Sally and the most crucial, precious component of all — the twine which binds each element of every single shoot together — Evelyn, my amazing assistant. Couldn’t do it without you mum.

And you know, yet might not believe it, the entire day prior to shoot lift-off (and the best part of the day before that) was spent collection-free, miles from the studio doing, well, lovely non-fashion, weekend-esque things. Did I feel remotely guilty? Not even a tiny fraction. Amazing what Sunday dinner, inspiring company and fantastically wise sources of distraction can do for pre-shoot state of mind. I guess I could’ve remained studio-bound, working on nothing in particular and stressing over minor non-existent areas for potential disaster. As it was, everything was done, dusted, and hot to shoot by the middle of the previous week and so, in no uncertain terms, while the collection hung in waiting, the weekend was my oyster of relaxation. I think I rather like this new method.

Crear in Kilberry, the stunning base for our shoot, has to be seen and experienced to be believed. As the crazy woman behind the location selection, I am entirely certain that the rest of the team (my own mother included) believed I’d lost my marbles (or a great deal more of them) with this one…until, that is, they drove across the breathtaking surrounding landscape and set foot in Crear itself. It isn’t the handcrafted, wooden under-heated floors or elegant spiralling staircase. It isn’t the exquisite, individually styled bedrooms; acoustically magnificent gallery; unique contemporary art; extensive library; impressive grand pianos and delicate harpischord; nooks; cranies or surprises around every tranquil corner. It isn’t even the roll-top baths or giant walk in rainforest showers. Infact, I struggle to put into words exactly what it is. Visit and you’ll know. Really you will.

Official unveiling of my Spring/Summer 2011 Crear Collection will take place very soon, and wowee am I excited! For now, here’s a wee snapshot of the wonders which were undertaken on location this week…

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I’ve always longed to cartwheel. As a kid I’d look on with envy as my acrobatic sister threw her legs high into the air with carefree abandon. Sure, when no-one was watching I’d attempt to re-enact her graceful display, without ever having much luck. Headstands I could and can still manage, even without a wall or tree prop-up. Although let’s face it kids, there aint anything cool or impressive about a boring old headstand. In retrospect, minus the junior gymnastic turmoil (I gave up my cartwheeling ambition along with finger clicking, unicycling and turning my eyelids inside out – red-head kid, you know who you are), it was entirely a confidence thing. Weighing up the potential consequences, my young mind and limbs decided this cartwheeling business was a risk too far. Even with a crash mat and helmet — yes, helmet — I could never quite summon the bravery to master the art.

Risk taking is now part and parcel of everyday life – cutting the very first garment for a new collection in precious silk or cashmere, or that split second decision when the light turns to amber – accelerate/brake, accelerate/brake…ofcourse I brake every time, just as you do. Naturally… Risks are part of human life and to be honest, although I beat myself up with indecision from time to time, I really do love the thrill of the “what if”.

Spontaneity has become one of my most favourite words. Not only does it sound pretty lovely and a little clickety, it brings back memories of some of the very best times when decisions, actions and well…. parties took place on the spur of the moment. Sometimes scary, sometimes silly but always adrenaline racingly exciting.

My latest spontaneous foray took place this very weekend as a result of the incredibly surprising and fantastically kind offer of complimentary tickets for a music festival up North. Not only comp, but VIP comp. Yip, too spectacular an offer to refuse. Knee-deep in Spring/Summer Collection mania, with piles of never ending paperwork; pattern cutting; a wedding dress design to discuss; a shoot to coordinate and all the generally time-consuming tasks which come with running a studio and business, my head told me to stay put and knuckle down. My heart on the other hand, like that familiar wee devil on my shoulder, screamed wildly at me to rally the girls and hit the road. So yes, that’s exactly what I did.

As well as developing a my newfound passion for spontaneity I have, after three incredible roller-coaster years in business, learned the importance of taking time out to reflect, re-charge and indulge in some sensational fun. All work and no play and all that. The day I’m considered dull, or have any remote inclination to purchase a caravan or motor-home, is the day I consider whisker implants, turn vegetarian (my farmer father would disown me) or throw on Juicy Couture velour. Of equal importance is the care, nurture, time and effort which one must devote to each and every precious relationship. Friends and family – old, new, borrowed and (clichés aside) blue don’t come for free and deserve to know how much they matter. And so, to those who were present this weekend, those who made it happen and those who were sadly absent – you guys rock!

We had thee most enlivening, extraordinary weekend. The sun did indeed shine, no major hiccups occurred – albeit near disaster when, ten miles into our journey, it dawned that my festival outfit was still hanging in the studio – and most importantly, the spectacular company was second to none.

I’d suggest everyone indulges in a little risk taking spontaneity once in a while. Unquestionably, this is going to be a productive week, an exciting week and a week graced with some very late nights in the studio…

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