Preen AW12 Backstage Shot

With news in that Preen are coming back to London Fashion Week, The Industry looks at what this means for emerging designers.

After six years of showing in New York, Preen has this week announced plans to return to London for Spring/Summer 2013. The design duo – Justin Thornton and Thea Bregazzi – made the move to American soil back in 2008, a strategic decision that raised the brands commercial profile two-fold. Since doing so, Preen has clothed the backs of American style heavyweights Michelle Obama, Blake Lively and Gwyneth Paltrow.

So why return to London? Although London has always been credited for its innovation, New York, Paris and Milan have so far managed to keep our more established labels under its commercial lock and key. However, slowly but surely our household names and their multi-million pound turnovers are starting to infiltrate back home. And they’re in good company too, not only are Burberry Prorsum and Mulberry loyal fixtures on the LFW schedule, but last season Stella McCartney and Alexander McQueen came back to join them – with a harem of buyers and editors following in their wake.

This can only be good news for the young labels showing in London season after season. Where at one time London was only known for its big ideas, now designers like Christopher Kane, Erdem and Industry members, Corrie Nielsen, Felder Felder and Jonathan Saunders are proving that LFW fashion designers can be creative and commercially viable all at the same time.