This document provides information about Heavy London, a creative agency, and their showroom at London Fashion Week. It introduces 4 designers that will be featured in Heavy London's showroom: Alexandra Moura, who focuses on contrasting concepts in her designs; CHEEKLDN by Charlotte Yamada, known for playful, youthful streetwear; Obscure Rebellion, combining nostalgia and futurism in their feminist-inspired collection; and TZUJI, which draws influence from music and club culture to create eye-catching clothes. The document also provides background details on each designer and samples of their styles.

2. Designers
profiles
12
ALEXANDRA MOURA
18
CHEEKLDN
24
OBSCURE REBELLION
30
TZUJI
About
02
HEAVY LONDON
04
LONDON FASHION WEEK
06
HEAVY LONDON SHOWROOM:
LOCATION, IDEA, VISION, EVENT
08
INFO
heavylondon.com/showroom
showroom@heavylondon.com
West Wing, Ground Floor
Somerset House, Strand
London, WC2R 1LA
Tiago Nicholas Vallechi
+44 (0) 7446 91 20 75

3. Established in 2013, Heavy London emerged from various
creative backgrounds with experience in areas such as music,
media, marketing and television. The pair Nicholas Vallechi
and Ondřej Řičica have always been inspired by innovative
ideas and are continuously on the lookout for new and evolved
concepts. Heavy brings consistency and a business backbone
to projects bursting with potential, allowing clients to fully
express their artistic vision.
02 ABOUT
Selected clients
ALEXANDRA MOURA, BODYBOUND, CHEEKLDN,
DENT DE MAN, DOPE CHEF, KOKON TO ZAI, KTZ,
LUX FRAGIL, MONOCHROME, NASIR MAZHAR,
OBSCURE REBELLION, RADIO LONDON, TRADIIO,
TZUJI, VINTI ANDREWS, WERKHAUS
Creating the foundation on which projects are
developed, Heavy approaches each project as unique,
aimimg to accentuate the boldness of each brand.
Heavy London works to find the balance between the
polar ends of the creative industry, art and corporate.
Understanding the multifaceted processes essential
for thriving companies, Heavy creates the equilibrium
of practicality, objectivism and artistic values,
through creative and strategic business direction.
HEAVY
LONDON

4. LONDON
WEEK
FASHION
04 ABOUT
London Fashion Week is a part of a global celebration of fashion events
that showcases and trades designer clothing. It is one of the most
recognised fashion events occurring twice a year, hosting over 5000
visitors, press and buyers (2014), and displaying the best talent and
innovation over the vast span of grounds of Somerset House.
The 5 day event presents catwalks, presentations, exhibits
and showrooms revealing the AW15 collections of over
82 designers selected from a panel of 11 judges. This is an
extremely pivotal opportunity for a designer to stand out
as the venue generates about 100 million pounds worth of
orders during the week alone.
Having sponsorship from companies like Vodafone, American
Express, eBay, The May Fair Hotel, Topshop and the Mayor
of London, to name a few, it is an impressive display of style
from premium streetwear to high-end tailoring.

5. AW14 marked the first apperance of the Heavy project at
London Fashion week. Our showroom has been selected this
season for a third time by the British Fashion Council initiative.
The project aims to showcase exciting and innovative brands
based in the UK. By securing their envolvement at highly
visibile events such as London Fashion Week, Heavy creates
opportunitie for press coverage and sales.
Curated by Nicholas and Ondřej, the showroom contemporary
aesthetic generates a strong impact.
Heavy London Showroom selected brands for AW15:
ALEXANDRA MOURA OBSCURE REBELLION
CHEEKLDN TZUJI
06 ABOUT
HEAVY
SHOWROOM
LONDON
With 30m2
, Heavy London’s Showroom is
situated on the main floor in very premium
location near Topshop and next to the Press
and Buyers Lounge.

6. West Wing, Ground Floor
Somerset House, Strand
London, WC2R 1LA
20th February — Tue 24th February
09.30 — 18.00
08 ABOUT
Information
Heavy London Showroom
Press and Buyers Lounge
Topshop
Designer Showrooms

7. 10 PROFILE
D
e
s
i
g
n
ers
ALEXANDRA MOURA
CHEEKLDN
OBSCURE REBELLION
TZUJI

8. 12 PROFILE
ALEXANDRA
http://alexandramoura.com
MOURA

9. 14
Taking off is in
high-altitude —
Alexandra
Moura
The essence of the unconventional work of Alexandra
Moura (Lisbon, 1973) that has evolved over the 12 years
that she has been in the industry, mainly focuses on the
concept of contrast and polar opposites. In her creations it
is possible to identify the confrontation of “I” and the “other”,
of light and shadow, craftworks and technologies, past and
future, physicality and spirit. Alexandra collides traditional
techniques with contemporary fabrics to produce a new
mediation of style. It’s a two-faced game, as with the
inclusion of the other side of one’s self, the reverse of the
soul is as significant and as present.
PROFILE
The creative drive of Alexandra Moura is found through the process of
learning the self, defining one’s identity is an on-going discovery and pushes
the development of her pieces. The curious spirit of the designer, who moves
between her interior world and the world that surrounds her, presenting
through her garments a perspective of understanding the invisible, and
mainly, of understanding what that balance with the tangible.

10. 16 PROFILE
‘The other is me’
The designer has embedded a mark of esoteric design with her garments,
from 2002 her collections, presented in national and international circuits,
have shown conceptual ideas translated into esoteric garments, conversely
received well by the audience of Alexandra Moura due to the balance of
sharp and soft formations. The sculptural aesthetic is always present in
the pieces, giving an extension or modification to the body form, creating
interesting silhouettes.
Alexandra Moura works with a palette predominately composed of the
pale, neutral tones, black and white, adding slots of colour. The brightness
of yellow, the depth of green and blue, and the intensity of the red, create
salient pieces in contrast to her softer additions, showing again the lengths
of polarity that Moura continues to experiment with.
Far from restricting her self to the world of
fashion, Alexandra Moura does not follow
trends when approaching her work. Her
versatility, skill and uniqueness transcend
the concept of time. Producing timeless
garments that incorporate both futuristic
and antiquated concepts.

11. 18 PROFILE
http://cheekldn.com
CHEEK
LDN

12. 20 PROFILE
CHEEKLDN by Charlotte Yamada is a womenwear brand that exudes
playfulness and exuberance. Resonating with a tongue-in-cheek
humour, ‘CHEEK’LDN is a play on words for the chic ‘chicks’ with a cheeky
attitude. It is designed for the ladies who are forever young, intelligent,
and confident; the girls who have never lost the child within them.
CHEEKLDN collections are about the clash of youth & sophistication,
andplayfulness&seriousness.Ladylikeminisuits,andclassicouterwear
such as the varsity, bomber, and biker jackets are often dreamed up in
candy-bright hues and amplified with gold hardware.
Get spicy with —
CHEEKLDN

13. London-born, Tokyo-raised designer, Charlotte Yamada
was educated at Parsons School of Design in New
York and graduated from Central Saint Martins in
London in 2010 with a BA Honours in Fashion Design
Womenswear. Soon after graduating, she relocated
to Milan to work at Moschino after having built a
design background that includes companies such as
New Era Caps, Richard Nicoll, and writtenafterwards.
After her time at Moschino, Charlotte decided to
launch CHEEKLDN in 2012 to offer young adults deluxe
streetwear that cherishes independence and humour.
Ultimately, it is fun that underpins Charlotte Yamada’s
approach to design. Or as Andrew Carnegie put it:
‘There is little success where there is little laughter.’
22 PROFILE
‘There is little success where
there is little laughter.’

14. OBSCURERE
BELLIONhttp://obscurerebellion.com
24 PROFILE

15. Captivated by the
digital-rewind
social evolution —
Obscure Rebellion
debuts their
collection through
the Heavy London
Showroom at LFW
26 PROFILE
Combining the nostalgic heavy metal symbolism
and the futuristic new age flare, Obscure Rebellion
have managed to render the realms of reality using
their invented new age feminist movement.
The new age feminist movement not only supports
the equality of women but also is an exploration of
female sexuality. Such themes are further explored
thorough the use of sensual soft curves, combined
with strong masculine linear lines.

16. The heavy sheer crisp organza is adorned with
rich flocked velvet badgescarrying words of
empowerment. Bold denim monochromatic printed
jackets are paired with matching denim patchwork
embellishments. The use of unconventional turn
lock fastenings takes centre stage throughout the
collection. Delicate pastel blue pieces are merged
with bold statement prints which are enclosed
in a row of glistening gold crystals adding a luxe
characteristic to this season. The multi-textured
blocked fabric, reinstates an air of flirtation and
romanticism. Molten metallic riches manifest
themselves in statement two piece ensembles
reminiscent of a cult deity.
28 PROFILE
Obscure Rebellion is created by Malita Harradine
and Mignonne Dekyem. The Obscure Rebellion duo
graduated from The University of the Creative Arts
in 2013 and started up the brand in 2014. The new
enterprise focuses on creating fashion forward clothing
that stems from their background in fashion. The
philosophy behind the brand is primarily centered on
creating a new fashion revolution.
“We aim to create clothing that goes beyond the realms
of superficiality and creates a platform where people
are empowered and free to explore their true self.”
where people are
empowered and
free to explore
their true self.’
‘We aim to create
clothing that goes
beyond the realms
of superficiality and
creates a platform

17. TZUJI
http://tzuji.com
30 PROFILE

18. TZUJI is a new clothing label that uses the influence
of music and club culture as inspiration to create eye-
grabbing clothes that are easy to wear.
Launched in the East London club scene, TZUJI started
as club gear for legendary DJ songwriter Larry Tee
from New York City. Having worked with DJ stars like
Steve Aoki and Afrojack and written songs for artists
like Princess Superstar, Shontelle and RuPaul, Larry
Tee was fully immersed in the international DJ party
scene and show business world of flash and swag.
This shows in his first two collections; the techno
clubkid and psychedelic prints of the ‘DISCO 2000’ AW
14 collection named after his Limelite clubnight made
famous in the movie ‘Party Monster’.
Eye-grabbing
clothes —
Tzuji
32
These thems also appear in the optimistic ‘Save The
Humans’ SS15 techno inspired holographic second
season. His 3rd season is a dramatic departure and
references the ‘Electroclash’ scene he helped launch
of the late 90s in black and more black with attitude
to spare. Though it’s heavily black and white (with a
touch of red), it still has the TZUJI DNA shine that
makes it stand out as special and unique.
PROFILE

19. 34 PROFILE
to wear. Made from
comfortable jersey,
cotton sweat shirt
materials, poly-satin,
and nylon army gear
surplus, the latest
collection goes from
the main stage to the
streets quite effort-
lessly. Check out the
3 seasons online at
TZUJI.com and find
out about what the
fashion enthusiasts
are talking about and
how to order and be
a part of the interna-
tional TZUJI family.
Now the stars that inhabited this world are starting to recognize the brand and
it’s showing up on DJ festival stages (and MIXMAG Magazine), fashion bloggers
(Suzie Bubble has championed it), top retailers (V Files sold it) and on television
(X Factor feature the brand recently). While people associate the brand with stars
and the entertainment industry, the clothes are actually comfortable and easy