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My-Wardrobe launches the London Lab

Etailer has launched a collective of British designers called the London Lab on its online site.

The British ecommerce site will offer an exclusive edit of emerging British designers including Huishan Zhang, Lucas Nascimento, Otswald Helgason, Palmer/Harding, Marios Schwab, MOKA London, J W Anderson, Meadham Kirchoff, Studio Nicholson, Richard Nicoll, Peridot London and Antipodium.

There is also a selection of campaign shots styled by bloggers including Jessie Bush, Susie Bubble and Eleonora Carisi, as well as interviews with the featured designers.

Supporting home grown talent is a “main focus” for recently appointed My-Wardrobe fashion director Carmen Borgonovo.

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