22 Alexandra Groover Black Label AGB_193 1st Petal Dress




On September 24th 2015, London designer Alexandra Groover unveiled her eagerly-awaited fourteenth collection at a public shoot photographed by Tom Medwell at the Spring Studios location in designer Tom Dixon’s “Multiplex” installation at Selfridges.


This season sees the premiere of ADAPTATION, yet another body of work in what was originally a trilogy of short films. Following BIRTH, LIFE, DEATH, AFTERLIFE, RESURRECTION, REBIRTH, EVOLUTION, SYMBIOSIS and SURVIVAL, ADAPTATION is a continuation of Groover’s exploration of the natural sciences and their relationship to the human condition. Inspired by a recent costume project for artist and choreographer Christopher Matthews’s “Artist as Nomad” performance, Groover’s latest collection adapts her signature style to the aesthetics and functionality of the various nomadic cultures she researched for the project.


ADAPTATION draws from many of Groover’s favorite pieces of past collections, evolving each design and look by draping scarves and adding layers and pockets along the way. Drawstrings draw up to add a layer of warmth to the shoulders, neck openings double as sleeve openings, and decorative cutouts double as leg openings in these multifunctional garments that encourage the wearer to style them according to their feelings and needs. Groover has also considered the nomadic notion of ADAPTATION to one’s surroundings through conservation and reuse by incorporating both the positive and negative shapes cut from the fabric, making this collection 100% zero waste. Further emphasizing her focus on the utilization of local resources, each garment is made in London using 100% English-made organic cotton jersey.


Alexandra Groover is also pleased to announce the relaunch of her Grey Label diffusion line. Originally encompassing Groover’s more casual garments at designer prices, Grey Label has now relaunched at a more affordable price point, while still remaining organic and fairly made. Integrating both organic and recycled textiles, this unisex casual collection features seasonless minimal designs with universal appeal.Inspired by the varying shades of grey and black visible on the moon, Groover’s monochromatic collection of t-shirts, hoodies, bags and accessories has branched out to include a mixture of solid black, heather grey, and solid grey fabrics.


After studying at Central St. Martins and RISD, and working in the studios of Alexander McQueen and Zandra Rhodes, Alexandra Groover launched her first collection for Autumn Winter 2009. With press from i-D, Dazed, Vogue.com, Harper’s Bazaar and Grey, and collaborations with cult bands SunnO))), Chelsea Wolfe and Bo Ningen, Groover has rapidly gained a strong following within the fashion, art and music industries.


“Alexandra Groover is a young designer whose jersey collection is both creative and wearable.” Sir Paul Smith, i-D Magazine


Alexandra Groover is accepting wholesale appointments in Paris from 1st – 7th of October 2015 for both her Black Label mainline and her Grey Label diffusion line at O-Zone Showroom, 23 Rue Du Roi De Sicile, Paris 75004.


For more information, please contact:

press@alexandragroover.com                  www.alexandragroover.com                 sales@alexandragroover.com

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