Here Comes The London Lab

My-wardrobe.com has launched a new platform dedicated to London's finest designers, both established and emerging. The London Lab aims to bring the capital's fashion talents to a broader audience than ever before.

"Throughout my years working in the fashion industry, I saw London Fashion Week go through exciting and difficult times," said fashion director Carmen Borgonovo. "There was a period when London didn't have the relevance it currently has in the fashion industry and retailers and editors would dip in and out of London Fashion Week. For the last several years however, we have seen an immense resurgence of talent in London and London Lab is our way of celebrating this renaissance of creativity. Designers are truly showcasing new ideas and thinking outside of the box, whilst still understanding the commercial value of fashion. I wanted to create a platform that would champion their vision globally." 

London Lab

The final curated selection of names are a diverse group - spanning the structured silhouettes of  JW Anderson and fantastical creations of Meadham Kirchhoff to lesser-known emerging fashion star, Lucas Nascimento, whose geometric, futuristic shapes have been popular with editors and buyers alike. The idea is to cater to every gap in the My-Wardrobe shoppers' autumn/winter 2013 wardrobe, from daywear to evening attire.

"As a former fashion editor, I was lucky enough to build a good insight into which designers were being tipped as the next emerging talents, so with that knowledge I worked with the buying managers to ensure that we visited the showroom of every relevant designer to view their full collections," said Borgonovo. "From there, we selected the pieces that we felt would work best for the London Lab."

The project is part of the website's new-season makeover, in which Borgonovo - who joined the company in January - has played an instrumental role, steamlining the current edit to create a more cohesive, luxe product offering.

"I think that each designer we've brought to London Lab has an individual style, but all of them will appeal to our customer base," she said. "I know that I won't be able to survive the season without having at least a couple of pieces from each London Lab designer in my wardrobe!"