- May-Anne Oltmans |
Any designer who launches his or her own label is always faced with one difficult, yet very important question: how do you get your label noticed by buyers and press? One way which designers might try to achieve this, is by showcasing their work at a trade show. Jennifer Morris, founder and designer of Fay & Solas, is set to do exactly so. The London College of Fashion (LCF) alumna will present her latest Fay & Solas collection at Scoop: a tradeshow for both menswear and womenswear held at London´s Saatchi Gallery.
Fay & Solas is set to be showcased at Scoop from January 31 to February 2. According to Morris, the trade fair is a fantastic platform to show her work. “It is a small, very well edited and curated show of premium brands,” says Morris. “With such a good reputation for its selection of brands, Scoop manages to bring in many of the top UK and international buyers and stores. Having the chance to meet and talk to these buyers about the brand and collection is a fantastic opportunity for me to gain new stockists for the brand and also get invaluable feedback and insight into market position.”
The Scottish designer completed her MA Fashion Design and Technology at LCF in 2011, after which she set up her luxury ready-to-wear label Jennifer Morris. “With this label I showed with Fashion Scout in London and took the brand to various showrooms during Paris Fashion Week,” said Morris. Three years after the launch of her eponymous label, she created Fay & Solas. The latter brand is highly inspired by Morris´s luxury line, but sits at a more affordable price range. Starting this brand was challenging for Morris, as the LCF-graduate was not yet used to designing within a commercial context. “But I´ve found the reaction to the brand fantastic, not just from industry, but also from friends who are finally able to afford to buy the products I am making.”
Fay & Solas currently has six points of sale in the UK and is also sold by three webshops, including Asos Marketplace and Independent Boutique. However, Morris´ ambitions for the brand reach further than the nation´s borders. “I hope that in the next five years I will have really established Fay & Solas as a go to brand for feminine premium womenswear. I am trying to grow the brand at a slow rate, starting by building up a base of UK stockists before I try and develop the brand overseas.” By paying close attention to feedback from customers and incorporating this into the collections, Morris intends to expand the brand´s collections to include more items in future seasons. “I have been lucky that Fay & Solas has started to strongly, and hopefully it is onwards and upwards from here.”
Image credit: Fay & Solas Facebook