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Portugal Fashion at London Fashion Week with Alexandra Moura
Portugal Fashion at London Fashion Week with Alexandra Moura

After the long-awaited return to New York, the following stop for Portugal Fashion international was in London. Alexandra Moura was the national designer in the spotlight at London Fashion Week, where she presented her womenswear proposals for the 2017 warm season. The presentation was sponsored by the well-known international publication Wonderland Magazine and was set for 18 September at 6.30 pm at The London Edition (10 Berners St, London W1T 3NP). The campaign was basically aimed at a specialised public that includes the press, buyers, fashion scouters, bloggers and all sorts of professionals connected to the Fashion sector. This was the designer's second consecutive participation in the event, with the support of Portugal Fashion. In fact, at the last LFW, in February 2016, Alexandra Moura was one of the participants in this European fashion week, presenting her spring-summer 2016 collection at Brewer Street Car Park. This shows the increasing and consistent focus by the Portuguese fashion project on the British market.

London Fashion Week, considered to be the most innovative European fashion week, has returned and its laboratory for new trends was recently revealed. This time, Portugal Fashion travelled to the land of Her Majesty with Alexandra Moura, for a presentation that was also disruptive. The artistic direction for the fashion performance was by Wonderland Magazine, thus assuring creative intervention in a set design that made the symbiosis with the designer's 2017 womenswear collection.

"Portugal Fashion invited Alexandra Moura for this presentation because it saw in the designer all the ingredients necessary for this to be a very successful campaign. Alexandra Moura is synonymous with the contemporary and the avant-garde, but she is also a label that absorbs trends from olden days like no other. Therefore, she is a symbol with pronounced aesthetics and DNA, advantageous characteristics for the business and greatly appreciated in London. In fact, it is important to mention that the Portugal Fashion project has favoured initiatives that add to the image of national designers in the markets visited, without ever neglecting the associated commercial component. Indeed, our complementary projects in this area highlight this concern of ours: to work on all the aspects of a designer label made in Portugal. And of course London is a market that we will continue to revisit”, assured João Rafael Koehler, president of ANJE – National Association of Young Entrepreneurs, the organisation that promotes Portugal Fashion.

I’ve got my eyes on you is the theme of a collection that is inspired by Victorian times

While we are still in the very last days of summer 2016, Alexandra Moura's collection is already thinking about next summer. With production support from Heavy London, the presentation revealed coordinates inspired by the Lover’s Eyes story. This is a story from Victorian times that romanticises the exchange by lovers of jewels in a peculiar eye-shaped format.

Memories of vintage, hand-painted brooches emerge in the "delicate tulle embroidery which, taking this particular eye-shaped format, adorns the coordinates”. In contrast, this embroidery has "contemporary designs and finishes”. Indeed, this duality is present in the entire collection. The materials and the shapes are a statement, with elements like bows, ruffles and intricate brocade contributing towards "a dynamic look”. Knits in sophisticated textures and delicate tulle transform the "collection into the perfect bridge between the classic and the contemporary”.

Aimed at the cool, urban and confident woman, who appreciates unique looks, the collection highlights items with the "light blues of denim and the different shades of black”. There are also refreshing splashes of lavender, as well as the "colourful jacquard pattern with floral motifs”.

Portugal Fashion 2015-2017 - a project run by ANJE – National Association of Young Entrepreneurs, developed in partnership with ATP – Textile and Apparel Association of Portugal - and financed by Portugal 2020, under the scope of Compete 2020 - Operational Programme for Competitiveness and Internationalisation, with funding from the European Union through the European Regional Development Fund.