I was living a kind of lazy housewife life for a long time… until last Saturday. I received an email from Jennifer Delano of JenJenPR, asking me of I was willing to join the organisation of  a simultaneous reallife – Secondlife fashion show. This time the event will take place in the hot and steamy Club NL in Amsterdam during a party of the über cute Johnny de Mol! I shifted  some dust away from my housewife life and said yes! Of course I want!

Because EFA is not able to host this event for now, I was glad that Patty Cortes, Glance International Agency, was very enthusiastic and willing to take the challenge with me to turn this RL-SL event, like First Fusion, Syntopia and EFA-AIFW2009, into an unforgetable experience. Together with her spirit, the designs of Convoitise and our experience with RL-SL events we will present you a party that can not be missed!

Stay tuned for more news!

Last Friday was a busy day for EFA; the long awaited Syntopia show took place, a parallel RL-SL event in the tradition of First Fusion. The star of the evening was none other than designer Josine Vermeij, known in SL as Aideen Sideways, who received her RL fashion degree and presented her very first collection in both worlds. The interest was great in Pastoe Design Centre, Utrecht, as well as in SL’s Virtual Holland, where EFA models showcased the artistic creations. You can see Josine’s/Aideen’s designs below (pictures by Tillie Ariantho):

Stay tuned to our official events diary to find out about our upcoming shows.

A big thank you to models Ella Quinsette, Firedragon Bellios, Haruka Kish, Rena Mascot, Tiffany Dragonash, ZoeAnastasia Aeon and Sienna Fredriksson and EFA’s Director of Sales & Marketing, Connie Molinaro, who organized the event.

Want to be the first to know about EFA’s renowned upcoming shows? Join the Ewing VIP group in world and stay in fashion!

Last Wednesday, we had a Meet the Designer talkshow with Aideen Sideways / Josine Vermeij. For those who missed this, here is an impression of that evening in the pictures taken by Tillie Ariantho:

It was a lovely event and the nice voices of Rhi Rossini and Aideen Sideways were saying more about the background of Aideen and her thesis. Aideen Sideways graduated this week from the Fashion School in Utrecht, Netherlands. For her graduation she wrote a thesis, Syntopia, and did a lot of research about how our fashion utopia is like, in real life and in Second Life, and how we experience our utopias.

Aideen/Josine: In this thesis, I have explored the seductive force of fashion and the way in which people feel the desire to turn utopia into reality. More specifically, I have examined the role fashion plays in the creation of utopias, and how virtual worlds can play a part in their realization.

The thesis is a must read for all fashion lovers, but also for every citizen of Second Life. It tells the two sides of the story, the real life one and the Second Life one, both with their positive and negative aspects. It is very easy to read and I am sure you will find a lot of things you recognize in it.

To finalize her graduation, there will be a fashion show in real life and in Second Life, which EFA will host. (more…)

In waiting for the Syntopia Show of next Friday, we want to introduce you to Aideen Sideways and Josine Vermeij. During a Meet the Designer session, at the EFA tv studio, you will get to know more about the designer and the message behind her designs. Rhi Rossini will be your EFA-host during this talk show. Come join us and feel free to ask your questions.

Press Release of Aideen Sideways

Syntopia: Where the two sides of the computer screen come together.

The computer screen to me is like a window between two worlds: on one side there is real life and on the other side there is Second Life. Both worlds have a lot to offer, each in a very different way. In Second Life fantasy can become reality which your avatar can really be a part of. In real life it’s a lot harder to make dreams come true but we can enjoy all of our senses. As a designer I use fashion to bring the two worlds closer together and create one very intense experience.

My collection Syntopia consists of 5 virtual and 5 ‘real’ outfits. The inspiration and starting points for these outfits were 5 words which I took very literally. I created a raincoat, to which in real life an umbrella is attached, and in Second Life it comes with a free personal rainstorm. A twinset, which has place for two in real life but in Second Life it comes with a twin sister. The sweatsuit I designed has its own finish line, which in Second Life you constantly run through at amazing speed. When wearing the babydoll in real life you can carry around your doll wearing exactly the same dress as you, in Second Life she carries you. And of course the evening gown, which in real life is spectacular with 3 meters of red silk attached to it, in Second Life anywhere you go, you walk on your very own red carpet.

On August 29th I will show my collection, both in real life and in Second Life. After the show there will be an exhitbiton untill Sepember 23rd. In real life the show takes place at 9.00 SLT/ 18.00 CET at Pastoe Design Centre, in Utrecht. In Second Life the models of Ewing Fashion Agency will show the virtual designs at 10.30 SLT/ 19.30 CET in Virtual Holland.

I hope to see you either in real life or in Second Life, by being at either one of the locations does not mean you have to miss out on the other ( that would not suit my concept): on the day of the show there will be a live connection between the two worlds.

If you have any questions please contact Aideen Sideways. You can also visit the website.