Wednesday, 7 December 2011


American InterContinental University (AIU) London hosted its exclusive 'Viral' Fashion Show on Tuesday 6th December 2011 at the One Mayfair, North Audley Street, London, W1K 6ZA.

Based on the theme of Biology, student designers were tasked with considering the evolution of clothing and fashion. As a natural science concerned with the study of life, Biology provided unlimited inspirational concepts. Students were able to apply ideas of structure, function, growth, origin, evolution, and distribution to fashion and really let their creative juices flow. The clothes on the catwalk were creative, contemporary, and fashion forward, forming a covetable array of appealing designs whilst challenging the mainstream.

The runway exhibited individual designs from first, second, and final year students. From menswear to womenswear, from pre-Collection Experimental Pieces to 3D Form design, clothing ranged from the commercial and conceptual to the avant-garde.

The Fashion Show provided key industry figures such as noted English fashion designer Zandra Rhodes, along with leading representatives from UK retail, with a unique opportunity to go behind the scenes and view designs from the next generation of international fashion talent. The evening included a chic drinks reception on arrival, followed by the fashion show of exciting designs set to music.

All proceeds from the fashion show were in aid of The Esther Benjamins Trust, a charity that rescues Nepalese children from trafficking- including from Indian circuses where the children were forced to work as performers. The Esther Benjamins Trust offers the children the opportunity of a full education and a range of vocational training opportunities such as jewellery design.

Gill Stark, Dean of Fashion, AIU London said: "We are delighted to have presented the work of the Fashion Design students, who come to study from all over the world. The designs on the catwalk were the result of ten weeks of research, idea generation and development work, drawing on inspiration from science. The students were encouraged to design garments that reflect the creativity and innovation of London fashion, while embodying their developing philosophies in relation to fashion. The fashion students also learnt how to produce professional fashion shows and events. Exciting and glamorous, fashion shows are also a key marketing tool in the fashion industry."

Chris Kendrick, Head of Fundraising at The Esther Benjamins Trust said: "On behalf of everyone at The Esther Benjamins Trust, I'd like to express my gratitude to the students and staff at AIU London - we are privileged to have had their support since 2008 and it plays a significant role in raising awareness of our work in Nepal."
AIU London is situated in the heart of the fashion industry and for 35 years has been preparing students to pursue education in fashion design and fashion marketing. The school's fashion department also teaches optional modules in Paris.

For more information about AIU London or the event, please visit

For more information about The Esther Benjamins Trust, please visit

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