A real passion for local fashion
In an age when the Internet is being used to connect people from one end of the globe to the other, one London-based photographer is retooling the global medium to network in the local fashion industry.
The site, Londonfashionexchange.com, is the brainchild of fashion photographer David Rasposo, who as a Fanshawe photography grad knows the importance of networking in the fashion business.
“In this industry no one will knock on your door if they don't know who you are,” said Rasposo, who remembers walking up and down Richmond Row giving his card to anyone who would take the time to look and listen. “Early in my career I did a lot of leg work.”
Fortunately, Rasposo's pavement pounding and hard work paid off. Over the past 12 years he has shot hundreds of models, all within the local fashion industry and without making the permanent jump to Toronto, a city that he calls Canada's “fashion mecca.”
“I know we have a pool of talent in London,” Rasposo said about local fashion designers, photographers, hairdressers and make-up artists. “I don't feel people need to go outside Southwestern Ontario to get what they want.”
“Fanshawe College alone pumps out excellent talent,” the photographer added.
To create this group of those interested in local fashion from all ends of the industry, Rasposo joined with model and marketing graduate, Kristy Barash, to create London Fashion Exchange, which officially launches September 1.
“It's a networking tool for those who are active in the Southwestern Ontario fashion community,” Rasposo said. “I want fashion industry people to use LFE as a springboard.”
The site will support online portfolio hosting, castings, message boards and information on monthly seminars and training sessions, which Rasposo said will be headlined by working professionals within the fashion industry on everything from the latest make-up trends to modeling basics.
He said it would be a useful tool for photography, fashion design or fashion merchandising students, as well as those students looking for modeling work and need to make the necessary contacts within the industry
“Today's youth are so cognizant with trends, websites, blogs and text messaging,” said Rasposo, who explained the site would even be a beneficial tool for those who have been in the industry for years, as well as those who just have a keen interest in fashion. “This is the type of medium people want.”
Rasposo said London Fashion Exchange creates a community of local talent, who without the networking medium would end up in the ultra-competitive Toronto or international markets.
“Being successful in this industry is tough enough. To compete with people from all over the world is even harder,” said Rasposo.
Although his initiative has attracted international talent, he prefers to keep his interests local, as that would be more cost effective for photographers, designers and models.
“It's not realistic to fly around the world,” Rasposo said.
A research initiative of visitors to the existing London Fashion Exchange site found 93 per cent of respondents were actively involved in the local fashion scene, while 98 per cent said they would be interested in attending fashion-based workshops and seminars.
Access packages to the site cost as little as $25 a year and come in bronze, sliver and gold denominations, which give users various access to content, model postings, message boards and even online portfolio postings.
“Ultimately, I would like to see our reputation grow. I would like to see LFE become a brand name,” projected Rasposo. “ I just don't want to see a fashion brain-drain in London.”
The site, Londonfashionexchange.com, is the brainchild of fashion photographer David Rasposo, who as a Fanshawe photography grad knows the importance of networking in the fashion business.
“In this industry no one will knock on your door if they don't know who you are,” said Rasposo, who remembers walking up and down Richmond Row giving his card to anyone who would take the time to look and listen. “Early in my career I did a lot of leg work.”
Fortunately, Rasposo's pavement pounding and hard work paid off. Over the past 12 years he has shot hundreds of models, all within the local fashion industry and without making the permanent jump to Toronto, a city that he calls Canada's “fashion mecca.”
“I know we have a pool of talent in London,” Rasposo said about local fashion designers, photographers, hairdressers and make-up artists. “I don't feel people need to go outside Southwestern Ontario to get what they want.”
“Fanshawe College alone pumps out excellent talent,” the photographer added.
To create this group of those interested in local fashion from all ends of the industry, Rasposo joined with model and marketing graduate, Kristy Barash, to create London Fashion Exchange, which officially launches September 1.
“It's a networking tool for those who are active in the Southwestern Ontario fashion community,” Rasposo said. “I want fashion industry people to use LFE as a springboard.”
The site will support online portfolio hosting, castings, message boards and information on monthly seminars and training sessions, which Rasposo said will be headlined by working professionals within the fashion industry on everything from the latest make-up trends to modeling basics.
He said it would be a useful tool for photography, fashion design or fashion merchandising students, as well as those students looking for modeling work and need to make the necessary contacts within the industry
“Today's youth are so cognizant with trends, websites, blogs and text messaging,” said Rasposo, who explained the site would even be a beneficial tool for those who have been in the industry for years, as well as those who just have a keen interest in fashion. “This is the type of medium people want.”
Rasposo said London Fashion Exchange creates a community of local talent, who without the networking medium would end up in the ultra-competitive Toronto or international markets.
“Being successful in this industry is tough enough. To compete with people from all over the world is even harder,” said Rasposo.
Although his initiative has attracted international talent, he prefers to keep his interests local, as that would be more cost effective for photographers, designers and models.
“It's not realistic to fly around the world,” Rasposo said.
A research initiative of visitors to the existing London Fashion Exchange site found 93 per cent of respondents were actively involved in the local fashion scene, while 98 per cent said they would be interested in attending fashion-based workshops and seminars.
Access packages to the site cost as little as $25 a year and come in bronze, sliver and gold denominations, which give users various access to content, model postings, message boards and even online portfolio postings.
“Ultimately, I would like to see our reputation grow. I would like to see LFE become a brand name,” projected Rasposo. “ I just don't want to see a fashion brain-drain in London.”
