Comparable to the Kaiser Chiefs fourth record, 'The Future is Medieval', fashion label Tata Naka have presented their wares in a new and exciting way as did the British Rock band; in their respective field of course. Tata Naka is the brain child between Georgian born identical twin sisters Natasha and Tamara Surguladze and their collaborative fashion label takes its name from their given childhood nicknames. The two graduated from Central St Martins in 2000 with a collection that launched their careers as reputable fashion designers with a shared identity.
The brand consists of two lines: Tata Naka which concentrates on innovative shapes and modern, clean lines whereas their other line, Stolen Memories celebrates the quirky and fun aspects of design and specialises in beautiful digital prints which are all produced from original artwork created by Tamara and Natasha. Tata Naka have also branched out into accessories with footwear, jewellery, swimwear and scarves and design a range of childswear dubbed Tata Naka Shrunk. With their wild and varied efforts within the fashion world and across so many different frontiers and types of clothing, it's no wonder that the British Fashion Council has awarded the designers the celebrated New Generation Awards at London Fashion Week a magnificent four times in a row.
I made the earlier comparison to the Kaiser Chiefs fourth record, 'The Future is Medieval' because as soon as I clapped my eyes on the website for Tata Naka I was reminded that there are very different ways of doing things whether that is giving listeners the power to make their own album and choose songs online or to present a fashion collection in more of a magazine/ portfolio presentation. I was just so impressed with the pages and photo shoot featuring several models at once as well as the cute little collage at the front of the presentation which is reminiscent of a real magazine. As well as a biography of the label (which I have already summarised) there has also been a behind the scenes look of their photo shoot and a summary of the patterns on the clothes that made the collection.
Put together like a real magazine, the contents of their website for Issue 1 of what is their 2011-2012 Autumn/ Winter collection there's a variety of colours, shapes and patterns as well as materials at work here. let's have a proper peak at the pages of the magazine shall we?
I feel like a kid in a candy shop just being able to look at all the wild colours and designs of these dresses! I can only imagine how bad I would get the shakes if I was able to see these designs come to life in a shop window display. There's such an enormous spectrum of colours which also incorporate 1950s style paintings recreated as images digitally printed onto fabrics. While it is a little hard to make out from the small size of the photograph, motifs on the dresses range from sunflowers and a Vincent Van Gough inspired look, lovers together possible inspired by old movie posters and vibrant colours. Without being transformed, cut and sewn into clothes, the drawings themselves by Tamara and Natasha could qualify as pieces of art within their own right but I love the use of scalloping effect for the dresses as well as the occasional fringing collared effect and chunky wedges in the style of moccasins.
As well as bright colours, it seems Tata Naka is also able to pull back from their wild and colourful designs and have a greater emphasise on style and structure for example this beige and grey coats adorned in the occasional frill of white fur. The use of a prop ladder for their photo shoot is an imaginative way for models to create different poses as well as change the height from one model to another; the ladder being particularly effective for the larger cast photographs. I like the use of the furry coats with the wedges, I know the perfect bag from Deadly Ponies to team up with the ensemble to create a warm and cosy feeling.
I love the matching of the red lipstick with the red of the shirts and skirts. One of the quirky features if the collection is the use of scalloping in a different way, Where Christopher Kane used scalloped effect on the edges and hems, Tata Naka has opted to use if on the neckline reminding me of scrap booking as well as fancy scissors.
I'm usually bored when a fashion labels collection revolves around the same ideas and themes, using a limited colour pallet which leaves me feeling bored with repetitive creations. But Tata Naka manage to delve into so many different elements all inspired by the 1950s from their campaign and movie posters to tweed, floral and three dimensional flowers, scalloping effects, peplum skirts as well as the unusual use of fur and feathered fringing. My favourite pieces within this photograph include the grey smock dress on the far left and the boned and pale pink bodice third from the right which flairs out and is covered in blue, dark blue and yellow fabric flowers. The tartan smock dress in grey has been nicely dressed up with a neckline covered in flowers and the dress is finished off with black feathered fringing. It would look beautiful worn by a starlet sitting in the front row of a prestigious runway fashion show.
Usually when a fashion label dabbles in such a wide variety of colours as well as patterns and prints there's less emphasise on a range of structures but within this single photograph there's high necked blouses decorated in flowers as well as 1960s style shift dresses covered in artistic digital prints, pleated slacks in tartan print and a long and flowing pleated skirt in a vertical floral print. The combination of tartan, flowers and prints of artistic women is all very reminiscent of famous horse races- it must be the pill box hat on the model in the middle as well as the 3/4 length sleeves of the blouses.
I've never seen abrand use such a wide variety of different colours within the one dress, you've got to admire the tenacity of Tata Naka for their use of furry fringing and high-necked variation of their dresses as well as using soft and black feathery material to trim the hemlines of their dresses. Then there's the updated look of pill box hats- now that's something I would dare wear at the races and proudly sport. It doesn't at all seem dowdy, the new lease on life for the design must be owed to the use of neatly made flowers as well as bright colours.
With the drawn back colour pallet of light brown and beige, the contrast of a beaded and golden collar attached to a jacket encrusted in silver gem stones along the sides.The yellow-red nail polish and deep, dark red lipstick contest well against the pleated tartan skirt and wedges with height and stature. You could easily recreate such an outfit using vintage pieces and beaded detachable collars. I never have been a fan of peplum skirts but my attitude has changed by seeing the minimalist combination of moccasin wedges, camel coloured skirt and a simple black long sleeve shirt. It's understate chic at its finest.
My favourite piece from this sassy photograph of eight models showcasing clothes from Tata Naka is the lovely lass sitting down in the front row on the right wearing a yellow and brown tartan dress with sharp pointed collar and long maxi skirt. I love the tight feeling of cuffs around my wrists and this piece is nicely updated with light brown flowers attached and bordering along the shoulders and middle of the dress making a sort of vest shape. I wouldn't mind doing my hair up in a neat chignon bun and wearing a wicked dragon ear cuff to add a little bit of attitude to the outfit. The shoes have been matched perfectly, I really love the collection's accessories.
Included at the end of the 'magazine' is a behind the scenes look at how the collection was brought together including early sketches of the outfits from the conception of the collection, images of the photo shoot in progress, make up sessions, Tamara and Natasha over seeing everything with a fine-tooth comb as well as a close-up of the pill box hat adorned in black feathers. As well as taking 1950s inspiration in their clothing, it seems that food was also a part of the flavour including two gorgeous looking jelly pieces covered in glazed of fruit and mixing wonderful colours together. I wouldn't mind being able to enjoy a little of that.
All these lovely designs and printed patterns are enough to make any girl feel homesick for her childhood full of drawing, pencils, crayons as well as pink paper. It's hard to imagine so much thought and meticulous detail going in to what now seems like such a small part of the garment construction process. While the fabric, wild colours and patterns are what first catches the eyes and attention of an audience it's also the way the garment is cut, sewn together and constructed that will affect the reception. All within the single collection there's diamonds, white tigers, floral motifs and star-eyed lovers. I can't wait to bring you more information about Tata Naka and other editions of their online magazine publications.