My-Wardrobe launches London Lab

Online fashion retailer My-Wardrobe has launched a new platform offering a curated selection of established contemporary London designers and emerging talent. Called The London Lab, the exclusive edit features some of the best designers

on the London Fashion Week schedule, is an initiative that My-Wardrobe’s fashion director Carmen Borgonovo feels is “extremely important” to “champion emerging designers globally”.

The brainchild of Borgonova, who joined the company in January this year from Harper’s Bazaar, the London Lab is part of the e-tailer’s new-season makeover and came about as the fashion retailer looks to celebrate the resurgence of talent in London.

My-Wardrobe's London Lab offers contemporary London designers and emerging talent

Borgonova added: “There was a period in time when London didn't have the relevance it currently has in the fashion industry and retailers and editors may sometimes dip in and out of London Fashion Week.

“For the few last years however, we have seen an immense resurgence of talent in London and we wanted to celebrate this renaissance of this creativity.”

The London Lab collective features a diverse selection of designers with the aim of catering for all areas of a My-Wardrobe customers’ Autumn/Winter 2013 wardrobe, with everything from daywear to evening attire offered.

There are a few recognisable names including JW Anderson, Meadham Kirchhof, Marios Schwab, Preen and Richard Nicoll, as well as lesser known labels such as Mother of Pearl, Hermione de Paul, Huishan Zhang, Lucas Nascimento, Ostwald Helgason, Palmer//Harding, Peridot London, Antipodum and Studio Nicholson.

“As a former fashion editor, I was lucky enough to build a good insight into which designers were being tipped as the next emerging talents; with that knowledge I worked with the buying managers to ensure we visited every relevant designer to view their full collections,” said Borgonova. “We wanted the new emerging talent and standout pieces but also collections which appeal to our customer base.”

To celebrate the new microsite, My-Wardrobe has also enlisted fashion bloggers including Susie Bubble of Style Bubble and Jessie Bush for We The People Style to showcase the designers on offer, with each blogger picking their favourite pieces and styling a look.

Image: Ostwald Helgason