Brown is the new black at London Fashion Week

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UK fashion duo Jena.Theo launched their autumn/winter 2011 collection at London Fashion Week earlier last week, in partnership with UPS.

UPS provided a range of logistical services in the run up to the show and for the show itself, including delivery of fabrics sourced in global markets such as China and Greece and the transport of production equipment to and from the catwalk venue.

Jena.Theo was founded by designers Jenny Holmes and Dimitris Theocharidis, who won the Fashion Fringe at Covent Garden Award in 2009, one of the industry’s most recognised prizes for emerging talent.

In recognition of UPS’s behind-the-scenes support role, Jena.Theo designed a centrepiece dress reflecting the UPS brand colours, which debuted as part of their collection last week.

“The support we have received from UPS has been absolutely critical in making [the]launch a success,” said Holmes. “It takes such a lot of hard work and planning to design, create and organise a collection launch like this, but with UPS’s support we have also been able to focus on opportunities for expanding the reach of our brand.”
“The logistical challenges associated with an event of this scale can be daunting, especially when your business is rapidly growing in size,” said Cindy Miller, managing director, UPS UK, Ireland & Nordics.
“As their concept for the show developed, samples were designed, manufactured and approved; UPS provided logistical support each step of the way. With all of these stages happening within a very short timeframe, flexibility and global expertise has been integral to allowing for last minute changes in inventory and shipment destinations.”
London Fashion Week gives the UK economy a £33m boost in London alone.


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