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Joanna Sykes Crosses The Pond

August 18, 2009 11:12 am

The folks behind the British Fashion Council’s NEWGEN sponsorship may well be the world’s best fashion talent-spotters: A few of the designers they’ve plucked out of obscurity and given a platform at London fashion week include Alexander McQueen, Matthew Williamson, Christopher Kane, and Gareth Pugh. This season, there’s a new name to know. Joanna Sykes is the mind behind the brand Sykes, and next month, she’ll be presenting her fourth collection at LFW, thanks to NEWGEN. “A presentation is a better showcase for my line than a catwalk, since my work is really more about detail—fit and finish—than it is about coming up with a new silhouette proposition every season,” explains Sykes, who cut her teeth post-Central Saint Martins working for Alberta Ferretti. “The brand came out of my love for super-refined basics,” she adds. “Iconic pieces you always wear, but want given a twist now and then.” While Sykes is readying her Spring ‘10 collection—and rounding up the “character” models she’ll be putting the pieces on at Somerset House—folks in the U.K. can check out her work on the racks at Matches. As well as stocking Sykes’ eponymous line, the U.K. boutique has hired the designer to head up its store label, Freda (that’s a Freda L.B.D. above). Fall ‘09, delivering now-ish, marks Sykes’ first season at the Freda helm—and Matches owners Tom and Ruth Chapman are so pleased with the results, they’ve decided that as of next season, they’ll commence selling the line to other stores, too, including those stateside. Start saving your shillings.