WhatWhenAndNow.com

CRACKING ON Been working away at the boards for Margin+. Never is that easy when it is for someone else ha hah. Back to the Screen & Tablet !!! Be Well. Posted by: FATS, Jun 30, 08 | 11:41 am
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www.WhatWhenAndNow.com

We’re pleased to welcome WhatWhenAndNow.com who will be breaking down the key looks of the season to produce a Buyers Guide. The Buyers Guide will assist visiting buyers and fashion editors to home in on the key pieces, labels and stories of the season. The Buyers Guide will be on display and available at the August 2008 edition of Margin London.

Conceptualised by Mickey Shariff, with Fatsarazzi as Creative Director, What When & Now (WW&N) is an online service that has the inside track on what’s hitting the street and happening on high fashion’s continuously evolving horizon.

Described by those in the know as “a credible WGSN”, the team at WW&N realise that by the time a “look” has got to the catwalk, it’s already happened somewhere else. Whereas some trend services look to the international runways for inspiration, WW&N are at the forefront of research and realise the place to itemise future style directions is the heartbeat of a city’s clubs, events, galleries, exhibitions, and parties.

What separates WW&N from other “trendologists” or style websites is their keen eye and uncanny ability to edit what they see on the fly, and only photograph the looks that matter and point to the future; this is no scattergun approach, this is a proven and successful instinct honed over years of exposure to the best of the best, as well as the experience that comes with having worked with leading brands and blogs.

WhatWhenAndNow.co.uk marries the best attributes of bloggers & coolhunters, and consultants and corporate forecasters to create a new niche, and are not afraid to speak their minds or call it like they see it. Their honest and forthright opinion is rare and sought-after, and can be accessed through their public access Daily News Blog Talk, which is free with no censorship or advertorial, and through print as regular contributors to titles such as Drapers, the UK trade magazine.
www.WhatWhenAndNow.com

Fats Shariff is a mastermind of the fashion industry & has an instinct for tapping into the zeitgeist. Born and raised in London, Fats’ diverse career in fashion spans 22 years during which he mainly worked as a creative production and design consultant. Fats is part of an on-line community, where he has come to be known as ‘the Blogfather’. He writes for some of the largest Global Blogs such as Hybebeast and Slamxhype, not only informing, but also instigating change within the industry.

Once part of integral streetwear company Gimme 5, Fats is now the photographer of choice for quality, insight & original Streetwear treatments. He has worked on influential labels such as Silas, Vans, Maharishi, Gimme 5, GoodEnoughUk, and A Bathing Ape to name a few, and has shaped European Streetwear through his opinion and photography.

As a sought after photographer for his trend-setting talent (earning him yet another moniker of ‘the Urban Cyclops’), Fats has VIP access to events around the world and his native very happening city of London, which he admits never ceases to inspire him. This close relationship with London feeds his creative photography when shooting imagery for brand campaigns and fashion editorial alike.

The culmination of all this experience led to the establishment of What When and Now, a visionary trends forecasting resource that taps into the lives of people like himself who live in a world where the future has already happened.

Fats embodies so much of what we consider street wear & street culture that his opinion whether visual or verbal, is always worth seeking out.
A selection of photographs by Fats will be on display in the Magazine Media Area at Margin London in August 2008 +
www.Fatsarazzi.co.uk