‘CEREMONY’ Press Release



On February 19th 2018, London designer Alexandra Groover unveiled her eagerly-awaited eighteenth collection and short film at the Sanctum Soho Hotel in London.

This season sees the premiere of CEREMONY, continuing Groover’s exploration of nature and its relationship to the human condition. CEREMONY is an extension of RITUAL, exploring the notion of personal magic.

The simplest of habits and rituals can give peace of mind and hope for the human that performs them. CEREMONY is a manifestation of the positive, and somehow magical effect that these acts can have on one’s daily life.

Continuing her work with her creative family, CEREMONY is filmed by friend and regular collaborator Anna Iceland (Gudbrands) and features long-time friends and collaborators husband-and-wife entity Dark Theatre: Inesa and Barrington De La Roche. Set against a found object backdrop envisioned by creative director/set designer Matteo Cortes created from objects mainly from Alexandra’s studio and past collections, Barrington and Inesa’s magic ritual becomes a CEREMONY where their dreamlike movements and ceremonial preparations are amplified in a soundtrack composed by London musician Christos Fanaras.

CEREMONY respects 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 of Groover’s garments is made in London using 100% English-made organic cotton jersey.

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


A short film by

Anna Gudbrands

Wardrobe by

Alexandra Groover


Dark Theatre: Inesa & Barrington De La Roche

Art Direction & Set Design

Matteo Cortes


Christos Fanaras

Film Fashion Assistant

Lia Pantzer

Photo Fashion Assistant

Leah Possemiers









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