|
 Long known as the little sister to Paris, Milan and New York,
London is fast becoming the place to build a successful fashion
business and is home to leading brands like Burberry, Vivienne
Westwood and Paul Smith.
The emergence of a new generation of commercially savvy
designers has made the city a key destination for global brands
and retailers wanting to pair up with designers on projects
ranging from soft drinks packaging to dolls' accessories.
London Fashion Week is estimated to bring in around 100 million
pounds ($155 million) worth of orders each season, according to
the British Fashion Council.
This year has seen more tie-ups with non-fashion brands, such as
Sophia Webster's work with toymaker Mattel on designing a range
of shoes for Barbie dolls, and a J.W. Anderson collaboration
with Diet Coke - to name but a few.
Webster, who showcased a collection of colorful patterned heels
and sandals at a mermaid-themed presentation, said she had been
approached by Mattel to design a new Barbie range.
"It was my dream collaboration, it's a perfect fit for my brand.
It's definitely a good way to reach a wider audience," she told
Reuters.
Such projects help generate funds to invest in fledging
businesses and raise designers' profiles among a range of new
audiences.
"It is very important and it is very contemporary so I think it
is an interesting way to get the finance capital whilst also
saying something different," said Claudia D'Arpizio, a partner
at luxury goods consultancy Bain and Company.
Scottish designer Holly Fulton, who showcased a colorful
collection of denim jackets, high waisted jeans and tailored
dresses with printed floral motifs at London Fashion Week, said
collaborations have been an integral part of her business.
[to top of second column] |
"My aim has always been to have longevity in the brand," she told
Reuters backstage at her show. Fulton recently collaborated with
Unilever on their Simple skin care range, and in the past has worked
with jewelry firm Swarovski.
"You have to run a valid and viable business to be able to fund the
collections and to make something that has legs."
The British Fashion Council has played an integral part in helping
designers to capitalize on their creativity by running mentoring
programs, setting up online information on how to run a business and
helping to secure funding and sponsorship for new brands.
"It helps you because you can approach a much wider client," said
Turkish designer Bora Aksu. "The people who cannot afford your brand
or if it's not in their platform can suddenly can reach your product
and can get to know you."
Veteran designer Jasper Conran who has successfully collaborated
with British retailer Debenhams for more than 20 years, said such
tie-ups were just good business practice.
"Don't forget money is the thing that fuels design. It needs it. It
needs a lot of it," said Conran, who clothed his models in loosely
fitted trousers and cotton sundresses featuring abstract prints in
an array of green shades at his catwalk show.
"When I started, it was very tough ... (but) I don't think there is
any scepticism now."
(Additional reporting by Jane Witherspoon; Editing by Ros Russell)
[© 2015 Thomson Reuters. All rights
reserved.] Copyright 2015 Reuters. All rights reserved. This material may not be published,
broadcast, rewritten or redistributed. |
