June 16, 2015 |
And so, post the successful weekend that was London Collections Men, comes the first, sure to be equally successful half week, well three days, London Pre Collections. Sandwiched between J.W.Anderson’s stellar cruise showing at Kettle’s Yard in Cambridge last week, and Victoria Beckhman’s boutique presentation scheduled for the end of the week, not only is it a celebration of British design talent, but also an acknowledgement of the important role the pre collections play in growing a strong fashion business. As our very own fearless leader, who together with the BFC’s Caroline Rush has spearheaded the project says, “this is something I have felt strongly and passionately about addressing within the fashion calendar. These collections often represent possibly the most commercially successful section of a designer’s collection. I really feel that trying to find a way to help showcase this effectively is the future of our fashion landscape, a new chapter of understanding how to build a commercially successful brand without compromising everything London stands for: innovation and creativity uncompromised”. The presentations will fall into two categories, the more established names hosting showroom appointments and salon shows, while the BFC’s newest initiative, The Hoxton Collective will, in association with The Hoxton, showcase young and emerging talent.
Designers showing during London Pre Collections include: 1205, Amanda Wakeley, Bora Asku, Chalayan, Fyodor Golan, Goay, Gyo Yni Kimchoe, Hemyca, Isa Arfen, Issa, Jonathan Saunders, Natasha Zinko, Nicholas Kirkwood, Osman, Paper London, Peter Jensen, Peter Pilotto, Preen by Thornton Bregazzi, Prism, Rein, Roksanda, Roland Mouret, Rupert Sanderson, Saloni, Temperley London, Topshop Unique.
The Hoxton Collective includes: Alexander Lewis, Huishan Zhang, Marques’ Almeida, Phoebe English, Zoe Jordan.
Roksanda AW15 photographed backstage by Jason Lloyd-Evans.
By Natalie Dembinska
