Seth Aaron – designer extraordinaire, winner of Project Runway Season 7 and an ambition so strong it could take over the world. Seth was approached by Project Ethos to headline their event at LAFW and to create his SA MOD collection in just 11 days. He sure rose to the occasion. His individuality and style was apparent in this meticulously crafted montage of audacious cocktail dresses, blazers and suits. His reputation for impeccable tailoring was apparent in the presentation of SA MOD. Each ensemble demonstrated the distinctive signature Seth hews of black, white and red. He added elements of rich purple to absolutely tie in and complete this brilliant collection.
Seth was an absolute pleasure to interview. His passion and creativity just permeated through. In spite of the fame and recognition he has got after winning Project Runway Season 7, he is modest and well grounded. He expressed how he has been crazy about clothes since he was a little boy. He shared memories of how he learnt how to press his pants at the age of 8, pick his own outfits and how he would want to go shopping. He is fascinated by the construction of garments. The defined silhouettes and precise fit of these pieces in SA MOD told the story of Seth’s experience and training. He said “ I wanted to create a ready to wear collection, that resembled the 40’s-60’s style, just reinvented to make them relevant now”. He expressed his love for big cities and couture, how he wanted to create wearable garments that screamed couture. A few of these pieces are available already under the label: Seth Aaron at Anne Bocci Boutique, Portland.
Seth conceptualized this collection as a ready to wear collection that resembled couture. He wanted to “Bring couture to the high streets whilst making it wearable and affordable.” The product was classy and sophisticated. We appreciated how he styled each outfit on the runway with the uniform style of shoes, which kept audience focused on garments. The use of leather, bold accessories and his trademark mock rock/military style captivated all spectators at Avalon that night. He concluded our talk by saying “It was a huge pleasure to work with and support a cause like Ethos, which gives young designers such a great podium to present their trade. The level of professionalism was one I am used to and enjoy working with. I am done designing this collection, and now it is ready for production. I enjoy and look forward to hearing feedback from fashion forward audiences”. Seth will be working on his Spring/Summer 2012 designs at his studio in Portland over the next few months. He looks forward to taking some time off soon to relax in his new home in Washington. We all await his new designs and hope to see him back in Los Angeles soon.
Article by AmbiKa “B” Sanjana