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Prelude parts ways with Christian Audigier brands

Fashion agency Prelude has parted company with LA streetwear brands Christian Audigier and Ed Hardy sub-brand Ed Hardy Polo, while sales director Sylvia de Silva has also left the business.

De Silva has joined French Connection as head of its UK womenswear wholesale team. She replaces Sarah Ashley, who decided not to return from maternity leave. The move is unrelated to the changes with Prelude’s brands.

Prelude represented Christian Audigier for eight years and Ed Hardy Polo for about four, but managing director Jonathan Judah said Prelude had wanted to “keep its mix fresh and invigorating”.

He said he remained good friends with Audigier himself, who originally launched Ed Hardy and its spin-offs as well as his eponymous brand.

Prelude sold its last Christian Audigier and Ed Hardy Polo collections for autumn 10. Neither brand could be contacted and it is not known whether they have secured new UK agents or distribution.

Prelude has signed a deal to represent Israeli contemporary womenswear brand Sack’s for spring 11, and will begin distributing Italian outerwear brand ADD for autumn 11.

French Connection said De Silva would oversee wholesale accounts including etailer Asos and department store chain John Lewis.

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