a New Online Destination Showcasing Emerging Designers


Recently launched is the latest online boutique to feature emerging designers. Co-Founder Emma Watkinson, an ambitious new player in the e-commerce fashion space, helped to start the site with one thing in mind: create a dialogue between the designer and the customer while using new talent to inspire and guide fashion. Determined to do it right, she scouted on her home ground, finding designers at London Fashion Week, Vauxhall Fashion Scout and prominent universities and recruited those that showed promise of being the future of fashion. She reigned in designers that offered a forward aesthetic, understood the importance or creating quality products and used interesting techniques like Stephanie.Grace.Foy who has created a dynamic, well-draped collection with a Grecian flair. There's also Rosie Olivia, a milliner showing a range of hats and fascinators that are wildly theatrical and certainly on trend.

The designer collective, playing in the young luxury space with vetted talented sets the site apart and helps to bridge the gap between the offline and online experience. allows each designer to create their own boutique where they can brand themselves and share their bio to give shoppers a peak into their world.  The community element gives people the opportunity to share to social media sites and also follow designers so they can be notified of individual product launches and sales. Beyond the site experience, the SilkFred team helps coach designers with start-up questions like funding, finding resources and connecting them with partners that help build their brand.

With a tight capsule of designers, the site looks intriguing and inviting to trend hunters. For 2012, there's more talent, exciting site features and a roll out to a larger international design community.



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