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James Lakeland to bring Sfizio to the UK

Mainstream womenswear designer James Lakeland is to become the official distributor of Italian brand Sfizio in the UK for autumn 12.

Sfizio, launching in the UK for the first time, is designed by Morena Bragagnolo and has been selling successfully for 15 years in the Italian, Russian, Japanese and Asian markets.

This is the first brand that Lakeland has agreed to sell alongside his eponymous own brand in 10 years and comes following a strong relationship developed with Sfizio through their manufacture of James Lakeland coats.

Lakeland will show the collection for the first time in the UK at Pure in February but will also accept appointments via his London showroom on Ogle Street.

According to a spokeswoman for James Lakeland, Sfizio is known for its high quality and modern fit with an emphasis on detail, stitching, linings and finish.

She added: “The collection is completely different to James Lakeland, it offers nipped jackets, shorter dresses and cropped fitted trousers attracting a different customer.”

The product is manufactured in Italy and the autumn 12 collection comprises of approximately 100 pieces including trousers, jackets, dresses, coats and accessories.

Lakeland will be targeting premium independent boutiques and multiple retailers, including premium womenswear indie The Dressing Room in St Albans, designer indie mini-chain Matches and department store Fenwick of Bond Street.

Wholesale price points for the collection range from £29 to £300, while retail prices range from £89 to £1000.

Key styles for the autumn 12 season include a hooded fur lined puffa jacket, a print jet silk tunic dress and the palette low cut back evening tunic dress.

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