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Details about the upcoming "London Collections: Women" starting on 18 June, 2012 have been released by the British Fashion Council. The event aims to promote the growing number of brands and designers selling mainline or resort collections during this period.
"The London Collections: Women" 2012 follows the success of last year's event which was well-received by both British and international buyers. This year, the event moves the initiative forward, coordinating events and activity to focus on this increasingly important sales period.
An official website has also been launched with further plans of creating a map that will be available to pick up from Somerset House, designer showrooms and participating multibrand showrooms.
"The aim of London Collections: Women is to create a resource for buyers, media and stylists to navigate the breadth of designers selling in London during this time. Many designers showing at London Fashion Week have now introduced pre-collections, some for the very first time this season. There are great showrooms here in London and we want to encourage as many as orders as possible to be written here," Caroline Rush, CEO BFC, said in a statement.
According to the BFC Official website, the organisation is raising awareness among buyers, press and stylists and working with the designers selling in London during this period to share information on buyers in the UK at this time.
"Whilst runway is incredibly important, it arrives much later and therefore pre-collections are vitally significant and highly commercial," Marigay McKee, Chief Merchant, Harrods stated. "All of our big International designer and contemporary labels offer pre-collections and increasingly smaller brands are introducing a pre-collection offering, to ensure the floor is constantly refreshed with new deliveries. London Collections: Women will provide brands with an exciting opportunity to showcase and promote their pre-collections, creating a must-see destination for buyers to visit."
Individual brand and designer showrooms seeing buyers during this period include Alice by Temperley, Antipodium, Anya Hindmarch, Burberry, Caroline Charles, Charlotte Olympia and Erdem.
"London Collections: Women" will commence immediately after "London Collections: Men", a brand new menswear showcase of shows, presentations, installations, exhibition and events, promoting great British menswear.