It is already the fourth year of Fashion Fringe, the platform for budding fashion talent. This edition of the fashion competition will take place at The Piazza in Covent Garden on September 20. Via plasma screens set up in the Piazza, everyone has the change to the view the Spring/Summer 2008 catwalk collections of finalists Graeme Armour, Andrea McWha, Degan Agatonovic and design duo Maki Aminaka Lofvander and Marcus Wilmont. Covent Garden being a creative core of London makes it’s the right venue for the up-and-coming designer to showcase their designs.

Global sports, entertainment and media company IMG created the annual fashion event in 2004, under the creative guidance of fashion historian and senior fashion writer for the Sunday Times Style Magazine Colin McDowell and with the support of Red Bull. With Fashion Fringe they hope to nurture young talent and stimulate Britain’s creative and cutting edge fashion. On the look out for the designers of the future, the initiative wants to take fashion forward to new heights and give a dynamic fringe to London Fashion Week.

From hundreds of applications the International Advisory Committee chooses four finalists following a presentation by ten semi-finalists. The selected four finalists are expected to design directional, original and experimental fashion. Together with chairman Tom Ford renowned designers, buyers, senior press and fashion academies judge the candidates. Alexander McQueen, Anna Wintour, Dolce & Gabanna, Hussain Chalayan, Muiccia Prada are among the advisory panel.

Fashion Fringe keeps its eyes open for new talent, which should apply before a date around the end of April. Following the deadline ten semi-finalists will be selected to present their work to panel of fashion experts from all sorts of fields. The final four will be announced at the beginning of June and that’s when the promising designers have 3 months left to work on their collections. Fashion Fringe will look after the funding and work space for the designers to create ten looks for their capsule collection. The one who walks away with the pretentious title will await an exciting time.

The first winners of Fashion Fringe, Basso & Brook established their name over the past four years and this season their show is scheduled for Monday 17th. The winner of 2006 Gavin Douglas and of previous year Erdem Moralioglu are showcasing their work respectively on September 15th and September 18th.

Image: Erdem Moralioglu AW07


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