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Premium indies back London Fashion Week

Premium womenswear independents have given their backing to  London Fashion Week, with 75% of those polled by Drapers’ Indicator survey planning to attend the spring 10 edition.

Retailers told Drapers the recession had made them even more determined to seek out unique brands and that fluctuations in the value of the euro so far this year meant buying into domestic brands had become more appealing.

Justine Mills, owner of Liverpool indie Cricket, which sells high-end brands including Stella McCartney, Roberto Cavalli and Louis Vuitton, said she had high hopes for LFW, which is celebrating its 25th anniversary this season. “There is a real buzz about London this year,” she said. “There will be a real shift towards being more commercial in the way the designers are presenting their collections, but not in a boring way.”

Louise Aiken, company secretary at Sub Couture in Notting Hill, west London, which stocks labels such as Tara Jarmon and Hoss Intropia, said: “I’m looking for cheap labels and also for shoes, because the price of a lot of the footwear labels we’ve already bought have gone through the roof because of the euro.”

Lisa Karamouzis, store director of Body Basics in Cardiff, which sells Handwritten and Nicole Farhi, said she would use the event as a trend barometer. She said: “We are going to LFW just to make sure we have the right trends.”

Jane Stanley, owner of Private Collection in Barnstaple, Devon, whose brands include Marella and Nicola Farhi, agreed: “I’m going to get a feel for the season ahead.”

LFW runs from September 18-22 at Somerset House in central London.

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