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.
This exhibition matters because it demonstrates how grassroots arts projects can democratize access to the fashion and creative industries for young people in post-industrial communities. By showcasing the work of local youth alongside high-fashion names, the project challenges assumptions about who can participate in the art world and provides a replicable model for community-based arts engagement. The retrospective also underscores the long-term impact of sustained artistic collaboration, as the project has grown from a single photoshoot into a decade-long platform that has shaped participants' career aspirations and self-perception.