Fashion East, the first young designer support scheme of its kind, was launched in 2000 by The Old Truman Brewery and
Lulu Kennedy. Its outstanding role call of alumni includes Gareth Pugh, Meadham Kirchhoff, Holly Fulton, Marios Schwab, Michael van der Ham, Richard Nicoll, Roksanda Ilincic, House of Holland, Jonathan Saunders and Louise Gray.
The SS12 line up sees the return of James Long alongside newcomers Marques’Almeida and Maarten van der Horst, both fresh from Central Saint Martins’ womenswear MA.
Marques’Almeida- Marta Marques and Paulo Almeida i
I love the idea of effortless beauty and fashion, it has the sense of it being original and natural. All I can say about Marques’Almeida's collection is Errrrrrrr Ah-Mazing! Don't you think? We have always had a great love affair with denim and the big question for years had been, to double denim or not to double denim? and the one question that this collection can answer for me and so many others is, of course you can double denim and you can make it look effortless, comfortable, natural and very sexy.
Maarten Van Der Horst undertook his BA at the Artez institute of the arts, the college famous for nurturing Viktor & Rolf. During his studies he completed an internship with Chloé in Paris. His BA collection featured handpainted, bright and joyous pieces that reflected his preference for highly personal statements using D-I-Y techniques. Van der Horst developed his distinctive aesthetic further on the womenswear course MA at Central Saint Martins. His AW11 collection channelled transvestism and escapism, marrying intricately embroidered, second-hand nylon petticoats with Hawaiian shirts,
Capri trousers and Bermuda shorts, creating a John Waters-inspired wardrobe. His designs are technically advanced yet highly wearable, exuding a light hearted, joyful elegance without neglecting craftsmanship.
James Long graduated from the Royal College of Art with an MA in Menswear and Accessories, and has since become one of the most sought after talents in
. His signature look of luxe hand knits and tough leather pieces executed with sensitive detailing translated effortlessly from menswear into womenswear and his AW11 debut at Fashion East enjoyed huge critical, with interest from Dazed and Confused, Vogue Italia, V magazine, Elle and I-D. London