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EPR Archived News |
Topshop Pledges Continued Support for NEWGEN and Fashion East
Released on: February 25, 2011, 05:54 am Topshop has announced that it will continue to sponsor the NEWGEN and Fashion East schemes, and is the single biggest supporter of emerging fashion talent in London. As always, Topshop customers had unrivalled access to the fashion industry's key players during London Fashion Week and Topshop's support of young London designers came to life in the Oxford Circus store as well as at Somerset House. An area of the Oxford Circus store has been transformed into a creative fashion space, where visitors can pick up a collectable bookmark for each NEWGEN designer containing ten fashion facts. Each bookmark has a QR code which customers can use to trigger specifically tailored video content. There will be Samsung Galaxy tablets available for customers to use for this purpose. Each film allows customers a unique look into a particular NEWGEN designer's studio to discover their inspiration and their career defining moments. As well as creative master classes and live Q&As with industry insiders, there was a screen showing London Fashion Week catwalk shows, interviews and behind-the-scenes footage, together with the NEWGEN designer films. The designers featured in the film are: Louise Gray, JW Anderson, Nasir Mazhar, Felicity Brown, Heikki Salonen and Thomas Tait. This year will see Topshop sponsoring Lulu Kennedy's Fashion East for the 16th season. This is vital for nurturing new talent – many Fashion East designers often go on to be awarded NEWGEN sponsorship. Since 2001, Topshop has sponsored the British Fashion Council's NEWGEN scheme. The most established initiative to nurture up-and-coming designers, NEWGEN awards sponsorship for catwalk, exhibition, presentation and installation opportunities. In addition, each season, Topshop allows a host of rising talent full access to its production facility and allows them to show in its dedicated London Fashion Week catwalk space. About Topshop: Topshop is continually recognised as being an authority on women's fashion with a wide range of jeans, dresses and coats through to maternity wear, petite clothing and lingerie. Topshop was the first fashion retailer to show on schedule at London Fashion Week in
September 2005 when it presented its own acclaimed in-house design collection Unique
(created in 2001). Subsequent partnerships with international boutiques as far flung
as Tokyo and LA followed and Topshop continues to grow its reputation for supporting
exciting new talent.
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