Handshake Heartbreak by Jojo&Malou 25.02.09

words Johanna Agerman

London Fashion Week comes to an end today. After more than a hundred catwalk shows that seemed determined not to deal with the precarious financial situation, we were finally presented with an interesting alternative to the traditional fashion show last night: a short film sent to us via email.

Handshake Heartbreak is the name of the autumn/winter collection of London-based fashion duo Jojo&Malou. It is also the name of the film they decided to produce in place of a costly fashion show during the London Fashion Week. "It felt like a different and much more cost-effective way of communicating our collection to a big audience," explains Malou Palmqvist.

The film is directed by Jamie Ford of Grand Finale.

www.jojoandmalou.com

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