LALDN. Almost three weeks ago the official website of LALDN launched with the impressive short “Back to the Future” by MR WIZE. Since then i followed every Step of LALDN to find out what these guys are all about. Thankfully Ade Udoma was so kind to show me an Interview he had for coremagonline, explaining everything there is to know about La Revolucion, London. Attached to the Interview you will find the latest LALDN project with Trésor entitled “NOSOTROS” (name of the Givenchy by Riccardo Tisci Print used in the photoshoot). Shot by Kelvin Krash, Model: Marc Jorden.
Can you describe LALDN for us?
Ade: LALDN is an acronym for ‘La Revolucion London’. We are a fashion-orientated lifestyle brand. Wize, Kelvin, Neco and myself founded LALDN. Among other things, we create haute couture pieces, accessories, conceptual stylised visuals and editorial photo-shoots. LALDN is also part of the Versailles Treaty Creative group (http://vimeo.com/versaillestreaty ).
What does fashion mean to you?
Ade: Fashion to me is an aesthetic expression of my personality. In fact, our only mandatory policy at LALDN is that conforming is never an option. We despise the conformity of ideas and imagination. This is shown in our visuals, our clothing and pretty much all endeavours we choose to partake in. This is also the meaning behind the name ‘La Revolucion London’, which represents our revolt against global conformity.
When did you first decide you wanted to be involved in the fashion industry? Why?
Ade: I’ve been fashion conscious from a young age. My mother has always been an avid reader of Vogue and is one of my foremost fashion icons. She used to wear a lot of Pierre Cardin and Gianni Versace, so from the age of four I became accustomed to elaborate designs. It was only a matter of time before I met up with like-minded individuals and LALDN was born.
You make haute couture pieces. What do you think makes your range stand out from others?
Ade: To be honest the variety of the LALDN brand as a whole separates us from any one else. This is mostly due to the fact we have no limitations: we think of a concept and we make it into a reality. Our concept line, ‘LALDN Riot’, was designed by Kelvin, and has no similarities to ‘LALDN ROTW Bikers’, which was designed by myself. Each concept line has its own process of back-story, conception, production, and style.
What style do you think your line exemplifies?
Ade: Due to what we stand for, this could be seen as a trick question. If we followed a “style” we would limit ourselves and have to conform to the rules of that so called “style”. LA REVOLUCION.
Did you always want to be a designer?
Ade: I personally don’t see us as designers per say: we’re all creatives. Kelvin and Wize are second-to-none when it comes to the camera side of things, yet at the same time they are outstanding designers, musicians, stylists, etc. To label them one thing would almost be an insult.
All in all without sounding too obnoxious or arrogant, LALDN as a group can pretty much do anything in the creative field to an exquisite level of execution.
Are there any clothing brands/designers you’d recommend to accompany your range?
We have recently shot a visual with Givenchy for an online vintage and contemporary high fashion boutique named ‘Tresor’. In this we used both LALDN and Givenchy items. I am also a great admirer of the late Gianni Versace, Coco Chanel, Pierre Balmain and the Acne brand. So I would recommend any of them.
As well as being involved in the fashion world, you have a band and run music events. Do you think this gives you an added edge in the fashion world?
Ade: Most definitely, this is why we always stress that LALDN is more than a fashion brand: it is a lifestyle. It is an ideal, a philosophy and a way of thought.
Would you describe your music to us?
Ade: I am involved in two separate musical outfits. One is a creative group named the Hangover Club (http://www.hangoverclub.co.uk), the other is an electro duo named Glamma Godz.
The Hangover Club (H.O.C) stuff could be labelled as experimental rap/hip-hop. While the Glamma Godz stuff could be compared to M.I.A or Santi Gold.
Can you tell us your main achievements to date?
Ade: We have been featured in The Sunday Times, Vogue Online, The Metro, The Daily Telegraph, BBC news, Sky News, Fashion TV and an array of other media outlets and publications.
Another great achievement is our partnership with Apartment 10 at Boujis South Kensington where we run monthly fashion lifestyle events named simply ‘#LALDN’. The idea behind the event is to create a luxury environment/platform for aspiring and established fashion-orientated creative types to socialise and network. So far the events have been a huge success, with participation from brands such as BOY London and high profile guests such as representatives from Prada, I-D mag, Rough Magazine and more. We are now in the mists of planning the third ‘#LALDN’ event.
What events do you have coming up?
Ade: We are in the planning stages of our next few visuals. We are shooting an editorial short film for Essence London, more promotion virals/ look books for Tresor Store and artistic music visuals for the Hangover Club.
We also have the next LALDN event coming up in September, so a lot is happening at the moment.
Where can our readers find more information on the brand?