Ada Zanditon AW10

Some of the best emerging designers in London were showcasing their Autumn/Winter 2010 collections at the newly opened Hoxton Factory last Tuesday, at a special reception hosted by PR firm Felicities. Those present included designers Ada Zanditon, Imogen Belfield, Saffron Knight, Alice Palmer, Anya Wilkinson, Jacob Kimmie, CC Kuo and Rakish Heels, who were full of praise for the FashionUnited’s weekly newsletter.

An evening of showcasing collections was not the first for ethical designer, Ada Zanditon, who confesses her plans to launch a webshop: “This AW10 season my collection, entitled ‘Echolocation’ was inspired by bats and their use of sound to image the nocturnal landscape. Heather McFarlane from the Bat Conservation Trust has been instrumental in assisting us with our research in this collection and as part of the pre-collection range we developed organic cotton bamboo t-shirts featuring a unique Ada Zanditon illustration, with 10% of profits going to the Bat Conservation Trust. These have been so popular that I have made the decision to start a ‘webshop’, where limited edition versions of these t-shirts can be sold directly from my website, giving the customer a unique opportunity to own a piece from Ada Zanditon whilst supporting an excellent cause.”

The Ada Zanditon brand is focused on offering the luxury market what it continues to demand which is incredible design, inspiring fashion, says Zanditon: “Sustainability is part of its core DNA of the brand but it is not enough to be ethical, it is about creating desirable fashion. All the customers I have, clients, stores and online have bought my product because they love it, they love the design, the quality, the fashion of it. The sustainability is the cherry on the cake, an added value and point of difference.”

On the business vision for the future Ada Zanditon commented: “My long term vision for the brand is to develop Ada Zanditon into an international fashion brand and to eventually have Ada Zanditon ‘destinations’, retail, lifestyle and creative stores, which provide the customer with a unique experience – for example a customer could visit one of the Ada Zanditon stores and not only pick up a beautiful designer garment but also find out about their local community gardening projects. In the more short term, we will soon be launching a diffusion range – watch this space!”

Felicities have a growing reputation for introducing and supporting emerging talent such as Zanditon. Established in 2003, they are a boutique fashion, music and creative industry pr and management agency based in London with a raft of experience in the fashion industry.

Other guests at the reception, where sponsor Sunshine from Queen of the Universe offered a relaxing massage and manicure courtesy of new brands M2M damoreJon and Shea Balance, included emerging fashion designers Salam D Yohans and Chantell Walters, noted fashion stylist Ihunna Eberendu and duo Jojo Provatidou and Penelope Sacorafou of Fox&Squirrel, a creative exchange hub for artists and new talent from the Balkans and London.