Mapping out Bodymap
People will probably feel that I have no right to be writing about something that is way before my time and that I had no physical contact with but from this very old V magazine interview and the accompanying images and this YouTube video of Fashion Aid in 1985, I am clamouring for Bodymap, a British label of the 80's founded by David Holah and Stevie Stewart, that ultimately failed because of over-hype and under-funding (two failures of a lot of British independent designers...), to return and prosper in today's enthusiastic fashion climate. It's hard to find the collections documented online but with names like "Barbie Takes a Trip". "Querelle Meets Olive Oil" and "The Cat in the Hat", I know I want to see more...
The archive pieces styled by Tabitha Simmons, and shot by Craig McDean here for V Magazine 27 highlight the resiliance of the pieces. As in, I would wear any of these outfits straight away if I had the chance. From the insightful interview with Stevie Stewart, it sounds like Bodymap's failing was its inability to build a successful business model and it was through no fault of the clothes. Perhaps their initial dreams of building a Bodymap empire are too far-fetched but I'm certain that a rail of Bodymap sitting in any department store or boutique today would fly. Innovative cut stretch fabric pieces, sweatshirting with lycra, pseudo-ethnic prints, misplaced addition of volume.... I want me some of that even without the the attachment of the Bodymap label.
Also, how much fun is everyone having in this Bodymap 'catwalk' show as part of 1985's Fashion Aid (could we possibly handle a 21st century Fashion Aid..except minus any self-righteous U2 Bono affiliations...)?
Those designers of the mid 80's - Workers for Freedom, John Flett (RIP), Bodymap, Richmond Cornejo, Rifat Ozbek, Katherine Hamnett et al have been influential to a degree we could never, ever have believed at the time. I was a (very) young teenager then with subs to Blitz & to Vogue (I blame my Aunt who owned Chelsea Cobbler) and these are the people who inspired me to become a fashion editor & writer. There's no reason why they shldn't be inspiring you, too, my love. Happy New Year! LLG xx ps yes, you hit the nail on the head: Bodymap were brought down by their crap finances
Posted by: lLibertygirl | 31 December 2007 at 13:54
HAPPY NEW YEAR, Susie!
Bodymap is what was GOOD about the eighties. I agree that it would be marvelous to have something like that now--and as you point out, there is versatility that would work just as easily today.
The trouble with the eighties--and what people seem to miss when speaking of eighties fashion--is how the revolutionary designs were translated for the mass market, and that includes the shoulder pad.
Posted by: Suzanna | 31 December 2007 at 15:54
I love the styling, and there should be no qualms about writing about the label. We idolize the 60s, 70s, and designer movements made then, so why not this?
Posted by: bigglassesgirl | 31 December 2007 at 23:03
The pictures are great...I love the way they've been styled, but I do wish I knew more about the designers (I'd only heard about Bodymap in a very vague fashion before...it took me ages to get that it was a label and not technology!). So thanks for the information, Susie.
Posted by: Drusilla | 01 January 2008 at 09:02
And a very happy new year to you, Susie!
Posted by: Drusilla | 01 January 2008 at 09:14
I love the beautiful photos.
Happy New Year!
Posted by: Natalie | 01 January 2008 at 13:22
i think you do have a right to write about something that was, as you say, before your time. i do it all the time, i talk, write, and do collages and albums and everything about the 60s and 70s, even though i wasn't born back then. but seriously, i should've been born in 1950 ^^
every decade has something magical, and so did the 80s...
Happy (belated) New Year Susie!
Cate
Posted by: cate | 01 January 2008 at 16:05
I have a bunch of vintage Bodymap that I've picked up over the years- when I used to wear it around 5 years ago I got quite a few crazy looks but it does look incredibly fresh and of the moment now. The patterns were totally innovative as was their use of use of lycra- I have the sexiest, tightest black printed pencil skirt and matching top- so gorgeous...
Posted by: kitty | 01 January 2008 at 21:19
I remember Body Map well!
Posted by: WendyB | 01 January 2008 at 22:10
Man I loved Bodymap! I was also a wee nipper when they were at their peak and could only dream of owning even a lowly Bodymap sticker. I still have the Vogue tears though, and all my Honey magazines ...*sighs wistfully*
Posted by: rollergirl | 02 January 2008 at 23:53
there is a store in Taiwan i think called Bodymap that I loved. I wanted if its related?
Posted by: beebs | 04 January 2008 at 04:11