London Show Rooms in Paris

British designers secured their position as leading creatives at the London show Rooms during Fashion Week. As part of the British Fashion Council's initiative to showcase emerging talent, such as London Fashion Week's NewGen recipients,

designers were able to show their collections to host of international buyers and press that do not necessarily come to London.

Last week's private view was hosted by Style.com's Sarah Mower, who is also an ambassador for new talent for the BFC. Guests included uber stylist Edward Enninful, publisher Jefferson Hack, and buyers from Harvey Nichols, Maria Luisa and Barneys New York amongst others.

This showroom space in Paris thus provides a unique opportunity for British talent to promote themselves abroad, during arguably the most important fashion week in the global calendar. The pop-up showroom is a strategic element of the British Fashion Council's support and mentoring scheme. It aims to promote London design internationally and secure new export business.

Designers selected to participate in the showroom have received sponsorship through the BFC designer support scheme Newgen or are part of the independent talent showcase Fashion East. This season the showroom is also joined by Les Chiffoniers as a special guest.

The designers' SS11 collections were showcased on models from Next Model Management.

Image: Anna dello Russo