Search is on for fashion's next big thing

Campaign Fashion Fringe at Covent Garden Client Fashion Fringe at Covent Garden/IMG PR team Sputnik Communications Timescale March-September 2008 Budget £40,000

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.

Objectives

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.

Results

The winner Eun Jeong’s collection was bought by Selfridges and fashion website net-a-porter.com.

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