Allders and Fashion Capital Launch a Boutique for Independent Designers

Allders UK, in partnership with Fashion Capital opened a boutique within the store today that sells only independent and emerging designers.

Testing the market place with this one unique store, consumers will be able to explore new innovative designs all under one roof, instead of scouring markets and websites.

Fashion Designer and Fashion Capital Member Sarah Morgan of eenamaria handbags is one of the chosen designers for the space. A native of the UK now designing and residing in New York, Morgan is going back to her roots and entering the 147 year old department store as a vendor with new fresh ideas and success in the US.

As a selected designer showcasing at Nolcha | London Fashion Week February 2009, Kerry Bannigan CEO of Nolcha introduced Sarah Morgan to Fashion Capital, who attended the event to preview the international collections, and knowing Sarah held a similar perspective on business and fashion especially when it comes to straddling the continents and the great opportunities there are when a designer is aware of the synergy.

After selling her eenamaria bags on QVC, Morgan got a good gauge of what will be a hit with customers. Showcasing cool little clutches and smart art-deco inspired handbags each collection is named after New York neighborhoods which should do well in terms of fun kitchy selling factor over in London.

“I offer my clients New World aesthetics, with British roots. I have always found hybrids fascinating, in music, design and art. I like to see the influences of different cultures resonating throughout a person's body of work. Some of the most interesting designers in history have taken their split visions to produce both familiar yet original works. Buena Vista Social Club, Isamo Noguchi. I love it..... “ explains Morgan.