EVELYN LAMBERT'S FASHION JOURNEY

30 til EL

......A video diary shot on a mix of high end smart-phones and pro-grade digital video cameras, 30 til EL will journalize the process of Fashion Designer and London transplant Evelyn Lambert as she prepares to ready a capsule collection for a staged guerrilla showing, during the September 2012, Mercedes Benz Fashion Week in New York City.

Evelyn is faced with multiple challenges from various stages of a hectic life. She has the ultimate goal of getting the capsule collection ready in 30 Days with all of the attendant challenges, while also getting acclimated to New York City as a single mom, placing her daughter in the prestigious Laguardia High School Of Music And Performing Arts and juggling the demands on her time as a custom designer for a client list of televisions most high maintenance reality TV stars.

It's more than just the guerrilla showing of her capsule collection. Though that is the ultimate goal, it's the process that is the featured character of the story as Evelyn traipses around New York City, hitting the garment district for fabric, trimmings and finishings, figuring out the capsule collection, while also selecting, draping and fitting models...in addition to dealing with life as Evelyn Lambert away from the sewing machine.

30 Til El will post daily video webisodes of the process and document it so that viewers can appreciate the effort and dedication involved in bringing dreams to fruition, while inspiring others to do the same. 30 Til EL will utilize contemporary methods of communication, across various social networking platforms such as Face book, Twitter, Pinterest and Foursquare to tell the story, spark dialogue between viewers and 30 Til EL, and also spark dialogue between the viewers via comments, retweets and reposts.

The production of a guerrilla marketing tactic has a long history, especially in fashion design, yet the process is where the real story lies, not just in the staging of the tactic. By the time Evelyn Lambert puts on her subversive capsule show, viewers will be fully immersed in the entertainment of bringing the effort to life. The use of video cameras on high end smart-phones allows a very intimate telling of the story from the perspective of the designer, the models, the PR people, the precociously talented daughter and anyone else intimately involved in 30 Til EL.

Zimbabwe born, London raised and American cultivated, Evelyn Lambert's story of 30 Til El will be candid and surprising as the reveal of where and when the EL pop-up capsule show will appear comes at the end of the 30 days. Perhaps she'll unleash her beautiful pieces in front of your favorite designers collection show, during the NYC, September 2012 Fashion week....and maybe become your NEW, favorite designer.