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Alexandra Moura goes three-for-three in London
Alexandra Moura goes three-for-three in London

Portugal Fashion returned to London Fashion Week, in what was the second fashion stop on its international roadshow to present the Spring/Summer 2018 proposals. Once again, Alexandra Moura had her presence guaranteed at London Fashion Week, one of her main international exhibition stages, where she presented her collection at The Welsh Chapel, on 17 September.

The venue couldn’t be more appropriate. The Presbyterian church, The Welsh Chapel, set the perfect mood for Alexandra’s fashion show as the designer's spring/summer collection was inspired by "the deterioration of the interiors of Portuguese palaces and mansions of the eighteenth century, as well as the inside details of garments from the same period”. Named "WITHIN THE TIME WITHIN”, the collection for the upcoming hot season explores the traces of time gone by "in the form of specific finishes and the misrepresentation of what is used on the inside and outside”, using striking and versatile shapes – sometimes oversized, sometimes fitted, creating opposites in silhouette. An approach where the subtle and romantic details "are combined with a more high-tech and deconstructed side”, along with laces and pockets to create "statement looks with strong and iconic notes from another time”.

Also during her stay in London, Alexandra Moura participated in Designer Showrooms, an event by the Next Step project – the commercial branch of Portugal Fashion – together with designers Carla Pontes and Susana Bettencourt. Held during The Store Studios, located in the epicentre of London, this showroom differs mainly because of the privileged contact it offers with its specialised audiences:  press, buyers, fashion scouters, bloggers and, more generally, a diverse group of professionals having links with the international fashion sector. A third event coincided with the official calendar of London Fashion Week, and the designer also participated in the Open House promoted by Portugal Fashion at the Portuguese Embassy in London, an initiative open to professional buyers and specialised press, which brought together 14 fashion, design and lifestyle projects.

London Fashion Week continues to have a strong influence on the brand notoriety of Alexandra Moura and the extension of business contacts and sales, being an important milestone in the rising path of the designer.