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James Lakeland to distribute Italian brand Sfizio in UK
Jan '12
Italian label Sfizio, which is foraying in the UK for the first time, has engaged womenswear designer James Lakeland as its official distributor in the UK for its autumn 12 collection.

Sfizio, the brand designed by Morena Bragagnolo, has been successfully selling in Russian, Asian, Japanese and Italian markets for over the past 15 years.

It is for the first time in past 10 years that Lakeland has consented to sell any other brand alongside his own eponymous brand. The agreement mainly follows from a sound relationship that the designer has built with Sfizio through production of their James Lakeland coats.

The designer would unveil the Italian brand's collection for the first time at Pure London, the UK's fashion event for contemporary and directional womenswear, to be held during February this year.

James Lakeland would also accept appointments to meet customers through his London's Ogle Street based outlet.

A representative of James Lakeland said Sfizio apparels are recognized for the excellent quality and modern fit with an eye on stitching, finish, linings and detail.

Sfizio collection, the representative said, greatly varies from the offerings of James Lakeland, as it comprises of shorter dresses, nipped jackets and cropped fitted trousers that appeal to a different class of consumers.

The brand's merchandise is produced in Italy and the autumn 12 collection includes around 100 pieces including jackets, coats, trousers, dresses and accessories.

The designer would mainly focus on independent boutiques and multiple retailers in the UK for offering Sfizio collection.

Fibre2fashion News Desk - India

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