i-am: Claire, Brigid and Polly.

Even on the international runways, most collections fill out a few incredible pieces with pleasing ones. When I watched a video of i-am's latest collection being sent down the runway, it was just like BAM, BANG, POW, WOAH, etc. And the crowd ate it up. This, my friends, is the difference between the talent and the cutting edge.

And so, I find it exciting that I found out a bit more about what goes on with i-am girls - Claire Murphy, Brigid Whelan and Polly Epov.

Starting out:
i-am was started by three girls (Claire, Polly and Brigid) tirelessly searching through stores and just thinking ‘ahh is that it?’

We began the brand in an attempt to subvert the mundane experience of fashion in Sydney into something more bold and unique. We wanted women to have the ability to mix different fashions into one killer outfit and strut the streets with confidence and certainty.

One of the labels' fundamental goals is to transcend the typical assertions of trend and create highly versatile pieces that can be recognised on the busy- beachy streets of Bondi to the urban alleys of Newtown.

The i-am vibe:
The i-am vibe is all about a freshness and sleekness that is essential to the creation of every i-am garment. It’s about teaming structure with nonchalance, the stylized with the carefree- a structured i-am red blazer with white pants and a sheer-t. Any vibe, which radiates style with ease, is synonymous with every i-am garment and any i-am girl.

The Love per piece:

BRAINSTORMING- DETAIL- PRECISION- QUALITY. Any garment you see with an i-am label on it is a product of an intensively detailed manufacturing process, positive energy from Claire, Brigid and myself (Polly) and many hours of lost sleep!

The Inspiration ('Sleek Jungle')

Achieving a fresh look with comfortable pieces and light versatile fabrics. And animals…. Pig skin blazer anyone?

The Future
To keep on creating garments which raise eyebrows, turn heads and prompt girls to run up to you in bizarre places just to ask you ‘where you got your pants from?’.

Bloggers and Street Stylists
We love bloggers! It is our belief that bloggers are the new wave of media: bringing fashion to the streets and the streets to the style.

The International Industry
Can’t wait to meet it. But… Donatella is Brigid’s godmother, Michael Kors is Claire’s nephew and CoCo is Polly's great aunt. Obviously we have it covered!

Thank you, ladies!

I think it's safe to say that I'm head over heels (and some amazing wedge heels :p at that) with the brights, the prints, the patterns, the drive. Everything is so honed and precise, but fun fun fun as style should be. It's statement, it's to the point, it's wonderfully real, it's what so many of us search for.

It's here! You've found it! :)

Check out more of i-am HERE.

The i-am girls will be showcasing at Fashion Forward Festival Sydney on the 7th - 9th May 2010 in Sydney, for any of you who are out, about and ready to be blown away. To find out more about featured designers, festival info and how to get involved, log on to www.fashionforwardfestival.com.au - the best part is that FFF is a free cultural event for the public!

*love*

xx