LFW: making a stand

 

The exhibition halls will be ringing with trans-Tasman accents at London Fashion Week this month, as a majority of regional labels opt for stands over shows.

Australian brands Chronicles of Never, Staple and Evil Twin will showcase their spring/summer 2011 collections at the exhibition area in Somerset House from September 17 to 21.

Meanwhile, leading contemporary fashion label Nom*d will lead the New Zealand charge, joined by accessories brands Zoe & Morgan and newcomer Issi.

Both Nom*D and Chronicles of Never will be represented by London sales agency Haynes Studio, while Staple and Evil Twin will be represented by Australian specialist agency Out and About Showroom.

Sydney-based Staple will look to emulate its recent success with national department store Myer. The brand first launched through six Myer stores nationally in May 2010, ramping this up to an additional 20 sites within three months.

The spring/summer 2011 range features jersey tanks, tailored shorts and silk maxi dresses from $20 to $150.

London Fashion Week’s catwalk component will run from September 17 to 22, with domestic power-brand Sass & Bide, expat designer Richard Nicoll and unisex label Antipodium flying the local flag.

Assia Benmedjdoub