The London Lab

The London Lab, Ostwald Helgason, My-Wardrobe, Designer, Fashion, StyleIt’s been a bit of a shake-up over at My Wardrobe of late. Former fashion journalist and now fashion director of the online store, Carmen Borgonovo, stepped on board earlier this year, and has made lots of changes for AW’13.

Enter the London Lab. Made up of London’s best and brightest designers – from the well-established to the up-and-coming – the London Lab aims to bring the designers to the masses. Borgonovo wanted to create something that encapsulated something for everyone – from day wear to evening wear – with a more cohesive offering of the luxe products that My Wardrobe is so famous for. She told Vogue:

“Throughout my years working in the fashion industry, I saw London Fashion Week go through exciting and difficult times… There was a period when London didn’t have the relevance it currently has in the fashion industry and retailers and editors would dip in and out of London Fashion Week. For the last several years however, we have seen an immense resurgence of talent in London and London Lab is our way of celebrating this renaissance of creativity. Designers are truly showcasing new ideas and thinking outside of the box, whilst still understanding the commercial value of fashion. I wanted to create a platform that would champion their vision globally…

“… As a former fashion editor, I was lucky enough to build a good insight into which designers were being tipped as the next emerging talents, so with that knowledge I worked with the buying managers to ensure that we visited the showroom of every relevant designer to view their full collections… From there, we selected the pieces that we felt would work best for the London Lab.”

The London Lab Designers include the likes of JW Anderson, Meadham Kirchhoff, Richard Nicoll, Marios Schwab and Lucas Nascimento (who stormed London Fashion Week in February and certainly made me sit up and notice).

Will you be shopping The London Lab?

Photo Credit: Ostwald Helgason for The London Lab,
This entry was published on 08/29/2013 at 9:00 am. It’s filed under Designer and tagged , , , , , , , . Bookmark the permalink. Follow any comments here with the RSS feed for this post.

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