The British Fashion Council has unveiled the list of designers who will form “The Hoxton Collective”, hosted by The Hoxton, Holborn from 13-14 June. The showroom in The Apartment at The Hoxton will feature womenswear pre collections from ready-to-wear designers Astrid Andersen, who will be launching her first womenswear line, Edeline Lee, Holly Fulton, Huishan Zhang and Shrimps.
The event forms part of the official London Pre Collections period which follows directly on from London Collections Men (10–13 June). “Working with The Hoxton Collective is a key part of our commitment to championing and nurturing British talent, and this season’s designers reflect the diversity that London Pre Collections offer,” said Caroline Rush CBE, chief executive of the British Fashion Council.
According to Rush the move to create a defined pre-collection event when international buyers from multi-brand stores are in town was “a good start” in helping designers navigate what can be a difficult period in the fashion calendar. Pre collections are becoming increasingly important for brands and designers as they offer more transitional product, sometimes at more accessible price points, than mainline collections so are therefore more commercial.
Elsewhere during the 13-15 June event labels including Altuzarra, Bionda Castana, Emilia Wickstead, Markus Lupfer, Mary Katrantzou, palmer//harding and Roland Mouret will host showrooms and hold appointments with buyers and press in the capital.
Other British designers are showing pre collections throughout May and June; they include Amanda Wakeley, Anya Hindmarch, Burberry, Belstaff, Joseph, Osman, Preen by Thornton Bregazzi, Pringle of Scotland and Roksanda.
The Hoxton Collective will take place at the Hoxton Holborn, 199-206 High Holborn, London WC1V 7BD, from 8am – 6pm on Monday 13 June and 9am – 6pm on Tuesday 14 June.