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02-16-2004, 02:00 AM
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|  From The Scotsman.com for My Love Hewitt Websites - February 15, 2004 Shop window to the world by Greg Gordon London Fashion Week means catwalk shocks, tabloid opprobrium and endless celeb-filled photo opportunities, but for young designer hopefuls it can also herald the moment when potential blooms spectacularly and careers are born. Away from the glitz and glamour of the catwalk events The London Designers’ Exhibition is Europe’s largest selling exhibition for designer fashion. Here you will find ready-to-wear and accessories from more than 170 designer exhibitors, including debut collections selected by a panel of international buyers and press. Such is the regard in which this exhibition is held that it’s often described as the engine room of London Fashion Week. John Wilson of The British Fashion Council describes it as "a crucially important showcase for young designers - most of whom couldn’t afford to show abroad." He says: "We bring the buyers and the press from all over the world to London and there’s an enormous amount of PR that the exhibition generates every year. It underlines London’s reputation as a birthplace of unique creativity, new trends and ideas." In terms of generating sales revenue for designers it is equally impressive. Fifteen years ago sales derived from Fashion Week garnered around £70m. Nowadays it’s closer to £700m - and most of that is valuable export business. Wilson says: "By any measure that’s significant growth." With successful applicants compelled to find around £2,500 to cover the week’s various costs, however, some designers - particularly Scots - believe that the sums just don’t add up. Ivan Donovan, senior women’s wear buyer at the taste-forming London boutique Browns says that regardless of the divergent opinions that surround the event it remains a crucial part of the fashion calendar. "The LFW exhibition is extremely beneficial to buyers, primarily because everything can be found under one roof. It also helps that it is on the same site as many of the shows. "You cannot compare London to the huge tradeshows found in Paris, Milan and New York. London is a fraction of the size; however it remains as important as anywhere." It is the presence of buyers of the stature of Browns’ Ivan Donovan that keeps London-based Scot Jane McMillan going back for more. "The Designers’ Exhibition is a great way to generate publicity and you need press here before you can break into the international markets." A veteran of both Bella Freud and Ally Cappellino, the bold, modern prints and trademark retro silhouette of Jane’s label Mac Millan are aimed squarely at international designer boutiques and department stores. With celebs such as Tracey Emin, Holly Vallance, Jimmy Choo and Jennifer Love Hewitt slated to appear at her collection launch during Fashion Week McMillan says: "Basically, the big brands and the newcomers both derive mutual benefit from the Designers’ Exhibition. As a new name you couldn’t hope for a better chance for exposure." ©2004 Scotsman.com |
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