NEWS 18.05.12 is an Online Partner for Fashion Fringe 2012

- Britain’s leading design talent platform and Britain’s leading fashion aggregator join forces to showcase the best British creative talent to online audiences -, the UK’s leading online fashion shopping site announces that it is the official search engine dedicated to fashion for this year’s Fashion Fringe.

Fashion Fringe is the annual nationwide search to discover and nurture cutting-edge design talent across the UK. Previous winners include Erdem (2005) and Corrie Nielsen (2010) and this year the proceedings are overseen by new chairperson, Christopher Bailey, Chief Creative Officer at Burberry.

The addition of ShopStyle as a partner brings a new digital dimension to Fashion Fringe, as with over 1.3million monthly unique users has become a fashion must-go for digitally savvy and fashion-forward women. ShopStyle will be a prominent partner at all Fashion Fringe events this year, having already covered the Road Show events series in March, where ShopStyle bagged exclusive interviews with designers such as Christopher Kane and Julien Macdonald.

As the platform progresses throughout the summer, further events will take place. Ten Semi-Finalists will be judged and three Finalists shortlisted at the end of May; then work on Fashion Fringe collections will begin for the final three in June. ShopStyle will cover all the news and will join together with Fashion Fringe to engage online audiences through their respective websites, social media channels, video and editorial content as well as online and offline marketing and PR.

ShopStyle’s involvement with Fashion Fringe will culminate at London Fashion Week in September where the winner will show their collections on the catwalk and Christopher Bailey will announce a final winner.

Shannon Edwards, VP Europe for ShopStyle says, “It’s an exciting partnership for our business which gives our 1.3million users direct access to Fashion Fringe events and news. Our users are hungry for the latest trends and constantly look to fashion designers for inspiration, so this is a perfect opportunity for us to delight our users with insider coverage from the fashion industry and introduce them to a new name in fashion that could influence British fashion for years to come. Better still, we can offer the lucky winner a platform to showcase their collection to a fashion-forward audience. It’s an amazing partnership and we’re really proud to be involved.”

Founded by fashion commentator Colin McDowell MBE, Fashion Fringe, now in its ninth year is one of the leading emerging talent events on the London Fashion Week schedule with an eagerly anticipated catwalk show each September and an invaluable mentoring programme that provides designers with genuine preparation for running a fashion business,.

Colin McDowell, Founder & Creative Director of Fashion Fringe, said of the partnership: “I am so very pleased with this collaboration as it gives us an enviable access to 1.3 million ShopStyle users, all eager for the latest fashion names – which is what Fashion Fringe has been all about for the past nine years.”

Fashion Fringe has access to the UK’s leading design talent and top fashion houses and enjoys privileged relationships with an advisory panel of influencers such as Anna Wintour, Miuccia Prada, Natalie Massenet & Zac Posen. Fashion Fringe will be announcing the three 2012 Finalists this week (Tuesday 22nd May) at an exclusive industry reception.



For more information, please contact Ken Hooper and Rebecca Oatley @ Cherish PR, Tel: 0208 996 9543, email Twitter @CherishPR


Launched in the UK in 2008, ShopStyle is the world’s leading independent shopping website, bringing together the most desirable fashion brands and stores under one roof. Users can shop the rails globally for everything from high-end designer labels to high street stores and hundreds of brand names and boutiques.

ShopStyle’s powerful technology drives innovative social media applications including fashion communities, wishlists, salesalerts, mybrands and StyleBooks, which has attracted the attention of major brands like Elle and InStyle who use these tools to power their online shopping. ShopStyle is operated by Sugar Inc.

Sugar’s mission is to entertain and delight audiences with insanely addictive content, unmatched shopping experiences and a robust social community. Through an online global network, Sugar brings to life what is personally relevant to modern women everywhere – whether it’s a red carpet moment, an inspiring fitness tip, or an exclusive shopping event. Sugar has over 25 million monthly unique users worldwide. The company was founded in 2006 by Brian and Lisa Sugar and is backed by leading investors Sequoia Capital and Institutional Venture Partners (IVP). Learn more at:

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