OCTOBER 2008

The Fashion Fringe at Covent Garden event during London Fashion Week was very exciting for us. Not only were we celebrating five years of Fringe, we were also in our new permanent home in Covent Garden. So we let rip with the ‘joie de vivre’. Pentagram and INCA really pulled out the stops to make a magnificent piece of architecture suitably festive for the event. Light, colour, pictures of the clothes of past finalists from Style all made a strong statement for us as well as bringing the space zingingly to life.

But the festive spirit didn’t stop there. Thanks to Antoine Peterson & Jean Milan we had, for the first time, our own Fashion Fringe at Covent Garden branded champagne which proved to be delicious, proffered by our waiters – topless hunks who received the approval and appraising glances of our guests as well as Donatella Versace the Fashion Fringe at Covent Garden Chair. Although I was actually too busy to eat any of it, I am told the food by Red Snapper was not only plentiful but excellent.

It gave us great pleasure this year to be able to act as hosts to American Express and their Cardmembers who enjoyed their backstage access and first hand experience of Fashion Fringe at Covent Garden.

Behind the scenes, I am pleased to say, things went like clockwork, thanks to the cooperation of the model agencies in getting all the models to us at the agreed time – a first which I hope will continue in the future.

All in all, the event was successful not only because of the huge amount of effort put in by the Fashion Fringe staff, but as always, equally because our supporters, colleagues and friends give – so unstintingly. Not only in obviously generous ways but, more subtly, in their moral and emotional support and belief in what we are doing. And that accolade is very important to us all.

Personally, the greatest excitement for me this fashion week was being driven around in my very own bright yellow taxi, christened ‘The Bananamobile’ courtesy of DHL, with the Fashion Fringe at Covent Garden logo prominently displayed. A lot of fun but also a great way to bring Fashion Fringe at Covent Garden to a wider audience.

So, what about the choice of winner? Well, I can tell you, every year it is hard because we all admire so much what our four finalists achieve in what is a relatively short period. Including myself, nobody from Fashion Fringe takes part in the judging because we know that we can leave the tricky business of assessing and deciding to our carefully chosen panel of experts. This year, an unanimous decision was made after a brief but lively discussion making Eun Jeong Hong whose label name is ‘go by a secret path’ - the winner. But, again like every year, there were regrets about those who were not chosen. They all came very close and I am sure that they will be able to capitalise on the high profile Fashion Fringe at Covent Garden give them and forge a very successful career. Already William Tempest is talking to Dita von Teese, Sarah Easom is discussing with Liberty’ about her designs and Louise is consulting for Thomas Pink.

As for ‘go by a secret path’, as our winner, Eun Jeong has been to Paris at Rendez-Vous selling to international buyers such as Net-A-Porter and set up her own studio in accommodation provided by the CFE, who are helping her career get underway. And if things get tough – and they always do during the first years of launching a new label – she can look at the splendid Fashion Fringe at Covent Garden 2008 winners trophy, designed exclusively by the Russian artist and jewellery designer Elena Kozhevnikova and think “yes, I did it and I’m going to go on doing it until I am totally successful”

My view is that it won’t take too long for Eun Jeong to reach that point, and I am sure the other finalists will get there too. Fashion Fringe at Covent Garden wishes them good luck and the success they all so richly deserve, whilst taking this opportunity to acknowledge everyone’s support, not least our audience at our new Covent Garden home.


Colin McDowell

Creative Director, Fashion Fringe at Covent Garden