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Fashion East line-up for AW11
Jan '11
Three bright fashion design talents have been chosen for the Fashion East AW11 show. Fashion East, champions of London's brightest new talent, was launched in 2000 by The Old Truman Brewery and Lulu Kennedy. It has a proven track record for selecting visionary designers including Jonathan Saunders, Richard Nicoll, Roksanda Ilincic, Michael van der Ham and Gareth Pugh.

The AW11 show will take place in Topshop's Show Space at London Fashion Week during February 18 – 23, 2011. The forthcoming line up sees the return of Simone Rocha, the womenswear debut of acclaimed menswear designer James Long, and one-to-watch newcomer Elliot Atkinson.

Mary Homer, M.D. of Topshop says “I am delighted that, sixteen seasons on, Topshop's support of Fashion East continues to evolve. For the second season running, the designers will have the use of Topshop's Show Space, giving these talented individuals the opportunity to show their collections on the world stage. I have no doubt that Simone Rocha, Elliot Atkinson and James Long will follow in the footsteps of previous recipients who have achieved critical and commercial success.”

Simone Rocha's deconstructed tailoring is simultaneously strong and romantic, exploring the interplay between masculinity and femininity. Her “undeniably cool designs” (Elle) have “already begun making waves amongst retailers” (WWD). Her SS11 collection has been featured in French Vogue, V magazine, Dazed and Confused, Elle, Sunday Times Style, i-D, Wallpaper*, Twin Magazine and Russian Vogue.

For AW11, Simone has been inspired by her Portuguese family portraits from the 1920's, and Louise Bourgeois' metal and textile sculptures. She is exploring new textures and fabrics and introducing knitwear to her collection for the first time. Her AW11 show will be styled by Celestine Cooney, fashion director at Twin.

Elliot Atkinson “is being touted by those in the know as the next It-boy designer” according to Sunday Times Style. Atkinson gained a BA in womenswear at Edinburgh College of Art, where he received the Waterman Fashion Illustration prize. Atkinson describes his signature as “tough but feminine, sexy yet nonchalant” and his debut collection was snapped up by Browns Focus.

Tailored clothes use fine, luxurious materials; delicate fabrics are punctuated by tougher textures such as metal fastenings, hardware, leather and shearling. For AW11, eclectic influences include ritualistic body piercing, Native American culture and the Scottish Highlands.

James Long graduated from the Royal College of Art with an MA in Menswear and Accessories, and has since become one of the most sought after new talents in London - heralded by Lanvin's Lucas Ossendriver as his 'favourite young designer'. Long debuted in 2007 at MAN, the Topman and Fashion East menswear initiative, to glowing reviews and support from leading figures Alister Mackie, Creative Director at Another Man and Style.com's Tim Blanks. Long has gone on to become a NEW GEN-MEN award favourite and consultant for leather specialist Jitrois. Long's signature look consists of utility wear, biker jackets, knits and tough leather accessories, executed with a romantic edge and sensitive detailing.

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