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Future Group opens London design studio

Future Group subsidiary Lifestyle Fashions has opened a design studio in London, which it describes as “the fashion capital of the world”.

The studio will “infuse the company’s brands with global designs, trends and sourcing capabilities and also curate a globally-inspired fast fashion brand for the Indian market,” the company said in a statement.

Located in Victoria, London, the Design Studio houses an international team of designers and merchandising experts. London’s Victoria district has emerged as the new fashion hub of the city. Tom Ford and Burberry have their headquarters in the suburb and Future Lifestyle Fashions’s neighbours will include Victoria’s Secret, Burberry, Dolce & Gabbana, Moet Hennessy, Richemont and Jimmy Choo.

“As part of this vibrant fashion ecosystem, Design Studio will tap into global talent and  networks for identifying trends, fashion design and sourcing of materials and merchandise that will fuel its fast fashion brand,” the company said.

“Its first collection will be launched in Spring‐Summer 2016.”

Future Lifestyle Fashions MD Kishore Biyani said Indian fashion is evolving at a rapid pace and incorporating global trends and sensibilities.

“Women in India today shop for fresh fashion eight to 10 times in a year. Our Design Studio in London will develop a fast fashion brand that responds to these needs and infuse our brands with global sensibilities and innovation in design and sourcing.”

The Design Studio is led by Manjula Tiwari who joined Future Group from Jabong earlier this year. Tiwari has more than two decades of experience in the fashion industry and was previously involved in introducing global brands such as Esprit and United Colors of Benetton in India. The design team in London will be led by Ainsley Dart, who has been instrumental in directing and leading large design teams of multi product, fast fashion women’s wear for global retail brands and major suppliers such as Courtalds and Dewhirst.

Future Lifestyle Fashion markets leading international and domestic brands such as Lee Cooper, Converse, Indigo Nation, Scullers, Daniel Hechter, Giovanni, Urbana, John Miller, Jealous 21, aLL, UMM, RIG, Champion and Umbro, which are retailed through the company‐owned department store network, Central, other retail chains such as Planet Sports and Brand Factory. Most of these brands are also available at exclusive brand outlets, other department stores and fashion chains across India.

The company also has investments in fast growing fashion brands such as Tresmode, Mineral, Desibelle, Mother Earth, Pepperone, Famozi and Turtle, and operates joint ventures with Hidesign and Clarks. With more than two dozen brands and 5 million sqft of retail space, Future Lifestyle Fashions aims to develop a globally benchmarked fashion business here in India.

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