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'LONDON show ROOMS' attracts top international press & buyers
Mar '09
'LONDON show ROOMS' opened with Sarah Mower (Style.com/Vogue USA) hosting a brunch in Paris, 6th March 2009, attracting key international press and buyers including four Vogue Editor- in -Chiefs Anna Wintour Vogue USA, Alexandra Shulman Vogue UK, Franca Sozzani Vogue Italy and Mitsuko Watanabe Vogue Japan.

“This was a very successful sales campaign. Lots of buyers and just as importantly lots of great press. Sarah Mower did a stellar job organising the brunch on the Friday which saw a fantastic turn-out of some of the world's most important press. The showroom was very well attended throughout the duration by many of the most important buyers working today. This showroom proves that British based companies can provide a great product and can compete on an equal footing with all other international design companies in the world.” Todd Lynn Designer

500 buyers and press from over 41 countries were welcomed by the British Fashion Council at 'LONDON show ROOMS' over 7 days. This showroom in Paris provides a unique opportunity for emerging British designers to promote themselves outside London. This pop-up showroom is a strategic element of the British Fashion Council's support and mentoring scheme. It aims to promote London design internationally and secure new export business.

Now in its second season 'LONDON show ROOMS' was attended by fashion directors from all of the key international department stores including Hong Kong's Lane Crawford; New York's Barneys, Bergdorf Goodman, Bloomingdales and Saks; Paris' Galleries Lafayette, Printemps and Le Bon Marché, Milan's La Rinascente and Japan's Isetan group. Great attendance also came from independent boutique owners and opinion formers including from Italy: 10 Corso Como Penelope, Degli Effetti, Luisa Via Roma, Tessabit, Bernardelli, Tiziana Fausti; from France: Maria Luisa, L'Eclaireur, Colette, Gago, Zenta; from USA: Ikram, Blakes, H Lorenzo,

Des Kohan, Opening Ceremony, Relish; Seven from Middle East : Villa Moda, Boutique 1, DNA, Al Ostoura, Al Othman, Ashti.

The exhibiting designers have all received sponsorship, for either present or previous seasons, through one of the BFC's talent support schemes NewGen, Fashion Forward or independent showcase Fashion East. They included Fashion Forward's Erdem, NewGen's House of Holland, Meadham Kirchhoff, Mark Fast, Mary Katrantzou, Cooperative Designs, David David, Emilio De La Morena, Felder Felder, KTZ, Louise Gray, Marjan Pejoski, Osman Yousefzada, Todd Lynn and Fashion East's MFP - Maria Francesca Pepe and Natascha Stolle.

Harold Tillman, Chairman, British Fashion Council, commented,
“The quality and number of guests to 'LONDON show ROOMS' this season underlines the continued and growing interest in London's emerging talent. This initiative provides the designers, after their presentations in London, with an opportunity to meet directly with the fashion industry's most important decision makers in a focused and professional sales environment.'

The 'LONDON show ROOMS', supported by the London Development Agency and UKTI, is a British Fashion Council initiative.

British Fashion Council

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