“We are the only latex fashion company that has consistently represented the UK abroad from the start; other than us, a few companies have attended occasionally, and now there are maybe one or two more stalwarts.
“We have done all the relevant shows, I think. The only one that we tried and was a waste of time would have been here in London and probably should remain nameless.”
But in these days when every significant latex fashion label has a website and a web store, and many — Bondinage included — have a customer showroom at their manufacturing premises, why is it even necessary to go to the expense of exhibiting at a fetish fair? What advantage do these events give Bondinage that non-exhibitors are missing out on?
“These events support taking the product to the consumer so they can experience it first hand,” is Stephen’s reply. “Even a good online shop obviously cannot do this. And the atmosphere that a good exhibition offers is a great platform for promotion.
“I think the majority of companies that do not exhibit abroad rely on the market they are building or already have, and are just happy to fulfil their orders and do not want the additional challenge of the new.”
‘In the early days I sought out the best photographer to portray my designs in an imaginative way. It led to a flow of collaborations with Christophe’
But for this designer there is no hubris in being one of the few UK labels to successfully exploit these overseas opportunities. He’d much rather Bondinage was one of many UK brands at these shows.
“The more the merrier,” he says. “It’s always good to see more British labels abroad; we’re living in a global market and the consumer appreciates this.”
How does he feel about there no longer being a London weekend with a full-scale expo like those at the European events?
“I think it’s terrible. For a former world leader to be reduced to next-to-nothing is bad for the climate.
“People from all over the globe flocked to London as it probably had the best of everything that fetish culture had to offer. Hopefully it can be revitalised but it will be a very difficult task to build it up again.”
Given the amount of work involved, one has to admire Fuller for once again putting himself in the position this Easter of not only running a stand in Essen but also producing a catwalk show more or less at the same time.
This must put a lot of pressure on a small label, so — what’s the Bondinage coping strategy? Has the label ever resorted to just providing clothes for a show without any creative involvement in the production?
“This period is a stressful time as we’re dealing with many elements at once,” he confirms. “It always comes down to the three ‘P’s: planning, prioritising and performing!
“We only did a show once at an expo where we just provided the clothes and that was at the last Skin Two Expo in London.”
The right models and photography are obviously both very important elements of Bondinage’s brand image and marketing, and some top-flight dominas are to be seen modelling its latex fashion on its website and/or in its catwalk shows. How much has this been intentional and how much just happenstance?
“I guess it’s been a combination of designing work that would attract a certain character and would enhance their personality, and also meeting them personally,” muses Fuller.
“I think being at events in Europe has helped access and develop this area. This would also apply to
As well as its website (about to be relaunched at time of writing), Bondinage has a showroom that customers may visit by appointment.
customers/clients, many of whom have the same mindset but dress more for pleasure.”
And indeed, among Stephen’s many photographic collaborations over time, those with French photographer Christophe Mourthé really stand out. How did that relationship develop and does Mourthé still shoot Bondinage latex fashion now?
“In the earlier years I sought out who I thought was the best photographer to portray my designs in an imaginative way. It led to numerous visits to Christophe in Paris, and then a flow of collaborations on projects began.
“It was great timing as my work was best captured by him and he was also working with the best international models. He was instrumental in creating the Bondinage image. He still shoots now but not as much as before.”
Other highly rated Bondinage collaborators have included James and James, Peter W Czernich, Phoebus, Marco Ribbe and more recently Marcus Gloger.
As you can see from our galleries at the bottom of page 1, Bondinage has also worked with some great fetish models, from Emily Marilyn and Dominique la Mer in the earlier days to, in more recent times, newer stars such as Sister Sinister and Katarzyna Kova.
And the latex fashion label has also dressed its share of pop divas — not just Kylie but also Janet Jackson, Tina Turner, Scissor Sisters’ Ana Matronic and Rhianna. Billy Idol, too, if we can stretch the definition of diva a bit — not a lot — to include him.
Those kind of collaborations have come about, says Stephen, because “through working with latex and having a strong design ethos, we have attracted some of the world’s greatest stylists who can then present our work to the ‘talent’.”
And finally, what next? Well, in the immediate future (as I write this) should be a relaunch of the Bondinage website.
“The website revamp should be live in mid-April,” Stephen confirms. “The current version, although functional, needed modernisation and simplification.
“The new updated version should appear slicker and will reconfigure automatically between handheld devices, tablets and desktop computers.”
The relaunch should be followed swiftly by the label’s appearance at Fetish Evolution. And after that?
“Projects include exhibiting the new range at the German Fetish Ball Weekend in Berlin in June, and a collaboration with Peter Czernich and an interesting new model.”
Apparently the model hasn’t been contacted yet but Stephen says that if all goes to plan, and knowing who she is, the shoot should be a contender for a future Marquis cover. Intriguing, huh?
Last but not least, towards the end of this year, the London-based latex fashion designer is looking forward to presenting a new show at November‘s Dominatrix. Which, he promises, “should be spectacular”.
Quite right too — nothing less would be acceptable.
‘By working with latex and having a strong design ethos, we’ve attracted some of the world’s greatest stylists who present our work to the talent’
Sunday, 6 April 2014
Tags: Clothing, Latex, Models
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