The Crossover Project

This unique artwork is part of The Crossover Project collection, made from waste and surplus materials. Sold framed float mounted in a 1cm matt black frame.

About the artwork
The ‘alphabet in blue’ series showcases E.L.V. Denim’s iconic zero-waste denim pieces in parallel with a series of works on paper by Joanna Layla inspired by the brand’s truly zero-waste processes; an alphabet of sustainable design in blue.

An alphabet: E.L.V Denim grade their vintage upcycled denim A, B, C, D, E - reflected in the capsule collection of garments exhibited - to salvage every part of a pair of jeans to make their garments. ‘A’ representing A grade vintage for their straight leg jeans through to smaller fragments of ‘E’ grade denim that can be used in patchwork design. 

Layla used this alphabet to inspire the creation of her artworks using the zero-waste techniques that inform E.L.V Denim’s iconic designs, compositionally and conceptually. From ‘B. Refigure’ the refiguring of two discarded drawings to make one finished artwork (inspired by the E.L.V. Denim Flare Jean design, one pair of jeans created from 2 pairs of B Grade denim jeans) to ‘E. Patternity’ the assemblage of fragments to make a new artwork (inspired by the E.L.V. Denim Patchwork miniskirt design from multiple offcuts of E grade denim).

In Blue: In creating the artworks, Layla’s process became a problem-solving game, adopting a circular model of making. ‘C/D’ & ‘E’ were made last to use all ‘the waste’ from the other images. And in using end-of-line Edward Bulmer biodegradable blue paints from concentrate to diluted washes, this circular process reimagined wall paint as an expressive media for figurative fashion imagery.

‘All that remains’ completes the series - echoing the arc of the installation and E.L.V Denim design. Circular fashion, every part in use, the last of the paint, only a few threads remain. This installation showcases an artist’s rethinking of materially sustainable fashion images. Learning the alphabet in blue. 

Blue planet, blue denim, blue alphabet.

About the artist
Joanna Layla is a London-based fashion illustrator and artist. Her unique style applies fluid brushstrokes and refined composition to fashion artwork. Communicating both beauty and concept, she has worked with numerous brands and publications including E.L.V. Denim, London Fashion Week, Garrard, Adidas, and Leret Leret, and was named Fida’s “One to Watch 2021”. Layla’s passion for working with sustainable fashion brands is epitomised in her ongoing creative collaboration with E.L.V Denim. Layla worked with Anna Foster, founder & creative director of E.L.V. Denim, to articulate the brand’s zero-waste design through the sustainable pivoting of the artist’s own practice.

About the Crossover Project
For the first time at such a scale, The Crossover Project brings together the worlds of art, design and fashion in a bid to tackle waste within the creative industries. With 1.6m tonnes of furniture and bulky waste ending in landfill each year in the UK, the project aims to salvage waste from the design and fashion sectors and present it to an exciting roster of talented emerging artists represented by avant-garde gallery Bleur to create unique works of art using art as a force for change to raise awareness around the need for circularity of materials to tackle waste. The collection of works will be exhibited in an immersive exhibition at The Royal Exchange in London from 23rd June until 8th July. Partner brands include Diesel, Ron Dorff, Georg Jensen, Elle Decoration and Edward Bulmer and others. 

@bleur_art
www.bleurart.com
www.crossoverprojectofficial.com