Fashion Fringe at Covent Garden was launched in 2004 by Colin McDowell, senior fashion writer for The Sunday Times, and global sports, media and entertainment company IMG, as a nationwide search to discover design talent across the UK.
Four finalists are chosen to develop a capsule collection to be shown at the Fashion Fringe at Covent Garden event during London Fashion Week. A panel of industry names including Donatella Versace then choose a winner who is given a development fund and support for the first two years of their business.
To raise awareness of Fashion Fringe at Covent Garden
To raise awareness of the opportunities created by the event for the industry.
Strategy and plan
The event was launched with a party attended by Versace, judges, sponsors, past winners, editors, and celebrities including model Agyness Deyn and shoe designer Manolo Blahnik. A virtual roadshow was held to discuss London fashion, and streamed on vogue.co.uk. The September show unveiling the winner was attended by more than 500 guests.
Measurement and evaluation
There were 286 items of coverage.
The winner Eun Jeong’s collection was bought by Selfridges and fashion website net-a-porter.com.