Blood, Sweat & Fears was devised as a response to the growing number of fashion magazines - both online and in print.

As part of her course studying Fashion Communicaion & Promotion at Central Saint Martins, Chelsea Campbell devised the concept of a live magazine to include all aspects of the traditional printed publication as a live experience. The project seeks to find a new method of communication in an industry that is slowly changing with the digital revolution.

Interviews, photo shoots, gigs, performances and interactive art works all took place in store, allowing guests to witness or feature in the content before it was made into the publication.

The event took place at 65/67 Broadwick Street, W1, London from March 17 – 21st 2010, open daily from 10am – 9pm. Issue Two will be a graduate special as part of East London Design Market, developed in conjunction with Art Against Knives, please contact chelsea@bloodsweatandfears.co.uk if you would like to be featured in the next issue.