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Jaime Winstone in James Small SS 2012 Wash Vid

James Small Menswear gets hot & wet with new fashion film ‘Wash’ starring Jaime Winstone and the new Vauxhall Astra GTC – the film has been directed by Konstantinos Menelaou (producer at large and art director of A Shaded View On Fashion Film Festival by Diane Pernet). Wash showcases James’ SS2012 collection and announces Vauxhall Motor’s patronage of the innovative British menswear designer as part of its support of Vauxhall Fashion Scout.

Vauxhall Motors has loaned James Small one of the first exclusive Astra GTC’s and collaborated on a moving image showcase to highlight his collection.  Further support will take the form of sponsoring James’ show and after party on Wednesday 21st September.  James Small Menswear will show as part of Menswear day at Vauxhall Fashion Scout held at Freemasons Hall in Covent Garden.

Commenting on the creation of ‘Wash’ Konstantinos Menelaou stated; “We wanted to subvert the male dominated fantasy of the carwash as it traditionally portrays an object of male power (the car) being cleaned by an object of male desire (the girl).  In this case we reverse the roles and we give the power to the woman”.  
The female lead in the short is played by British Actress Jaime Winstone who James Small cast. James comments “Jaime is a great friend and we needed someone that could fit with the slick and powerful look of the Astra GTC and make it work in the context of subverting male fantasy”. 

James Small went onto comment; “The SS 2012 collection is all about forward thinking and its great that Vauxhall Motors let me work in such a dynamic way with the Vauxhall Astra GTC. I cast the Vauxhall Astra GTC as its sleek design fitted the collection – which is all about looking back to my days in art college when we were allowed to freely express creativity and find our own personal style".

Filmed just across the road from Run-Riot HQ, we find it hard to imagine anyone rocking up for a car wash in that hat,but there you go.It IS Hackney,after all.