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Hugo Costa, K L A R and Estelita Mendonça at London Collections Men
Hugo Costa, K L A R and Estelita Mendonça at London Collections Men

The three days of presentations, in showroom format, allowed young designers Hugo Costa and Estelita Mendonça and the K L A R label to promote their collections (spring/summer 2017) on the English market, one of the most demanding and coveted worldwide.

The British Fashion Council’s seal of approval and being part of the official fashion week for men at London Fashion Week were unique business opportunities, as well as giving visibility to the designers taking part. The reinforcement of this focus on internationalisation was helped along by the increasing potential of the men’s segment on the national and international fashion scene. A clear example of this is the growth of the London Collections Men showroom. In fact, according to data provided by the organisation, international journalists and buyers from over 40 countries attended this event. This is a strong indicator of the interest generated by a sector that has an annual turnover of 440 billion dollars. It is expected that it will have grown by another 40 billion dollars by 2019, according to the Euromonitor barometer.

The men’s fashion segment actually represented an increase of 7.4% in online sales between 2010 and 2015, surpassing all the other categories in the sector. It is also expected that by 2020, the expansion of e-commerce in this category will have reached 14.2%, according to London Collections Men.

As for the designers that took part in this initiative – Hugo Costa, Estelita Mendonça and the K L A R trio – it should be noted that they have been blazing a promising trail in the national Portugal Fashion event. In fact, it was at Bloom – a platform that focuses on new talents in national fashion on the event calendar – that these young designers first came to light.

Portuguese participation in this London event thus set the scene for the itinerary for the next six months of the Next Step project, promoted by ANJE – National Association of Young Entrepreneurs. It is aimed at supporting the internationalisation of young designers through a series of campaigns for international promotion of "made in Portugal”. ANJE aims to boost this support through the cooperation of a group of local advisers in charge of monitoring the designers and through promotional work with buyers and specialised press. Moreover, this event received the production support of Heavy London Showroom.

See the profile of young designers Hugo Costa, Estelita Mendonça and K L A R at the official London Collections Men site.