 "Future Lifestyle Fashions sets up London design studio, to launch a new brand")
“The London office will house the design studio that will infuse the company’s brands with global designs, trends and sourcing capabilities and also curate a globally inspired fast fashion brand for the Indian market,” the company said in a statement.
Located in Victoria, London, the Design Studio houses an international team of designers and merchandizing experts.
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The studio will help Future Lifestyle Fashion’s international and domestic brands such as Lee Cooper, Converse, Indigo Nation, Scullers, Daniel Hechter, Giovanni, Urbana, John Miller, Jealous 21, aLL, UMM, RIG, Champion, Umbro. All of these brands are retailed through the company-owned department store network, Central, and other retail chains such as Planet Sports and Brand Factory.
Kishore Biyani, Managing Director, Future Lifestyle Fashions, said, “Indian fashion is evolving at a rapid pace and incorporating global trends and sensibilities. Women in India today shop for fresh fashion eight to ten times in a year. Our design studio in London will develop a fast fashion brand that responds to these needs and infuse our brands with global sensibilities and innovation in design and sourcing.”
The design studio will be led by Manjula Tiwari who joined Future Group from e-commerce player Jabong earlier this year. Tiwari has over two decades of experience in the fashion industry and had been involved in introducing global brands such as Espirit and United Colors of Benetton in the country, Future said6
The design team in London will be led by Ainsley Dart, who has been instrumental in directing and leading large design teams of multi product, fast fashion women’s wear for global retail brands and major suppliers such as Courtalds and Dewhirst, the statement said.