Cardiff museum exhibit puts Valleys fashion project in spotlight

A 10th anniversary retrospective exhibition titled 'It's Called Ffashiwn!' has opened at National Museum Cardiff, celebrating a decade-long fashion photography project in the South Wales Valleys. The project was founded by French documentary photographer Clémentine Schneidermann and Welsh fashion editor Charlotte James, who began working with local youth groups in Blaina and Merthyr Tydfil in 2015. What started as a three-month residency evolved into an ongoing initiative that has involved young people in designing clothes, sewing, and participating in fashion photoshoots, including a notable collaboration with Alexander McQueen. The exhibition highlights the achievements of the participants, such as Nia Day, who discovered the fashion industry's realities during a cold mountain shoot with the legendary brand.