Fashion Fringe goes NYC

Chosen as the Fashion Fringe at Covent Garden 2009 winners by Donatella Versace, designer duo Jena.Theo will showcase their winning collection during New York Fashion Week. Bloomingdale’s and new boutique hotel Crosby Street in Soho New York have invited the winners.

Fashion commentator Colin McDowell MBE and London designers Jenny Holmes and Dimitris Theocharidis of Jena.Theo will make a personal appearance and showcase their SS10 collection and preview AW10 in the Soho store. Shoppers will be able to place personal orders for the current collection. Following the designers’ appearance, the exhibition will be celebrated with an exclusive party at the Crosby Street Hotel.

Colin McDowell MBE said: “For any young designers to be invited to be involved with a prestigious store like Bloomingdale’s, noted across the globe for its forward looking approach to merchandising, is a great privilege. But as Creative Director of Fashion Fringe at Covent Garden I would like to say that I consider such an invitation an honour not only to me personally but to what I, the people I work with and the young talents who take part in Fashion Fringe at Covent Garden, stand for. I am thrilled to be supported also by the Crosby Street Hotel, because I know it has in its short life become a beacon of cool in Downtown New York – which is precisely what Fashion Fringe at Covent Garden is. We see it as a marriage made in heaven and we are very grateful for this opportunity.”

Jena.Theo blend a mix of British and Greek heritage with modern ideas and attitudes. They won Fashion Fringe at Covent Garden 2009 with their collection entitled ‘Go Tell Them’. The designs feature a soft, tonal, palette inspired by vintage Polaroid photos using fine cashmere jerseys, sheer cottons and crepe-de-chine sandwashed silk.

Fashion Fringe at Covent Garden was launched in 2004 under the creative direction of Colin McDowell and IMG Fashion searching for budding UK design talent. Jena.Theo will be showing their AW10 collection on schedule at London Fashion Week on Friday 19th February in the British Fashion Council Tents at Somerset House.

Image: Jena.Theo SS10