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August 29 2014

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1 posts tagged "DHL"

DHL Exported Winners Get Shipped Into New International Markets

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Henry HollandEveryone knows how it goes for the emerging designer: a graduate collection, a taste of success, and, if you’re lucky, a place in a showcase at fashion week. But what comes next? That was the question IMG Fashion set out to answer, with the help of shipping giant DHL, in the form of DHL Exported, a program set up to help some more-established designers. DHL will underwrite the cost of bringing the collections of four designers to a foreign market for two consecutive seasons, meaning hometown heroes can spread their wings and fly further afield. The winning designers will stage their shows as part of Spring 2015 and Fall 2015 fashion weeks, beginning this September in New York.

Announcing the winners at London’s Sanderson Hotel on Tuesday became a little like a game of fashion musical chairs: Local talent Henry Holland will be transplanted to Tokyo, while Nicholas K heads to Milan. Hakaan Yildirim, who shows in Paris, will launch H by Hakaan in London, and Italian rising star Francesca Liberatore is off to New York. Each city’s award was determined by a panel of regional experts including Carla Sozzani in Milan, Nicole Miller in New York, and IMG’s vice president and global creative director, Jarrad Clark.

International expansion isn’t financially available to many smaller brands, so this kind of support could make the fashion world a much more accessible place. “Two seasons of support was paramount to us,” Clark explained. “It’s the opportunity for designers to show their brand in a different market, but then to make contacts and build on that relationship.” DHL will be supporting these designers through logistics, shipping, and staging the shows themselves. “Everybody in fashion uses DHL. It’s about so much more than just the big yellow box.”

Photo: Getty Images