Mazhar presents a photo call with attitude.

Heavy branding is something we’ve come to expect from Nasir Mazhar thanks to the designer’s endless ways to accessorise waistbands with black and white elastic. For Spring Summer 14 Mazhar expanded this aesthetic by introducing beading, fringed branded beading.

As with his mens show in June – which saw his designs take to the catwalk – proceedings yesterday felt of a higher class than in collections past. The presentation was more polished in literal terms due to the white background of Topshop’s show space, and the clothing too felt more defined; case in point the quilted satin in place of AW13’s pleats of the same fabric.

Forgoing the live music theme that has helped to enhance the last two seasons, this time Mazhar took a leaf out of Selfridges’ book (whether subconsciously or not remains to be seen), reenacting on his own terms the department store’s DenimLovers campaign.

The campaign – and presentation – saw the models involved with their camera phones out, taking selfies as guests snapped them doing so. For Nasir’s girls, the photo call was also a party and the time for posing better spent dancing (for the flashbulbs, naturally).

Said girls included Clash regular Hayley Louisa Brown, make-up artist Isamaya Ffrench, Yoon of jewellery label Ambush, director Grace Ladoja and Anna Trevelyan, who styled and cast the whole shebang.

Nails – long, twisted, striped, glittering talons – were done by WAH Nails while jewellery designer Kyle Hopkins produced heavyweight sovereign rings of both square and circular shapes, brandishing further the Nasir Mazhar name. Pieced nails were also decked out in Hopkins.

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