Two of our favourite London designers, Jonathan Saunders and Roksanda Ilincic, presented their hotly anticipated pre-fall 2013 collections at Industria Studios in New York. Here, the designers talk about their crucial mid-season ranges, their fast-growing appeal and what inspired them.
Ilincic has been looking at influential 1950s American fashion designer, Claire McCardell. The result? A fusion of relaxed sportswear with a contemporary glamour,' she says, 'I wanted this collection to have a sense of fun to it, but retain its elegance and transitional pieces are key to this.
Saunders has re-focused his last resort collection old Hollywood injected with his hallmark brilliant colour and print and revisited the flavour of his spring/summer 2013 woman, via Jackson Pollock. My pre-fall woman is more casual and relaxed. Print is back, so there is a sense of confidence too, but its much more paired back than spring/summer, he says.
Wondering why pre-fall has become such big news, let alone big business? 'It's about giving the customer what they want, when they need it - buy now, wear now, says Saunders. And as Ilincic puts it, Its fun to play around with different fabrics, colours and textures within an inter-seasonal collection. 'These looks are called transitional but the beauty of them is that they actually work all year round.'
Coming up - our 100 best pre-fall 2013 looks here.