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5 designers you've never heard of to keep an eye on at London Fashion Week

Burberry and JW Anderson won't be the only protagonists of LFW

5 designers you've never heard of to keep an eye on at London Fashion Week Burberry and JW Anderson won't be the only protagonists of LFW

London Fashion Week has officially started. True to its essence, it will see the shows of a number of new names, emerging designers newly graduated or foreigners moved to London to found their brands. The biggest names on the schedule see the likes of Burberry, with Riccardo Tisci at his second collection for the English fashion house, as well as Kiko KostadinovVictoria BeckhamVivienne WestwoodJW Anderson and Alexa Chung, who made her debut last season. 

Londra is famous for being a place where creativity and fashion are valued and appreciated, the perfect place to give life to a new brand. For the FW19 season, we've selected 5 designers you've probably never heard of that will be worth to keep an eye on



Designer Yasuko Furuta founded her brand TOGA in 1997 in Tokyo, after graduating from ESMOD Paris. In over 20 years TOGA has established itself as one of the most important labels in Japan, awarded with the ANDAM Prize in 2007. The TOGA woman is "a complex woman who can only live in chaos": Furuta's designs are actually complex, characterised by the juxtaposition of different layers and fabrics, inspired by a number of styles. What makes the brand unique is its constant research and development of new fabrics.  

Show Time: Saturday, February 16, h 16.00. 


#2 Ji Won Choi 

Born in Seoul, raised in the US, graduated from the Parsons School of Design of New York, Jin Won Choi is one of the most awarded designers of the last few years. Her work draws inspiration mainly from the different cultures of the world and its key feature is sustainability. Her debut collection, entitled EXCESSIVISM, reworked the concept of kimono, making it bold and exaggerated thanks to sculptural forms and the repeated use of stripes. For the FW19 season, Ji Won Choi will present a collection designed in collaboration with adidas Originals

Show Time: Saturday, February 16, h 17.30. 


#3 Natasha Zinko 

Maybe you can't recognize her creations, but you've definitely seen her red curls and the images of her son on Instagram. Ukranian designer Natasha Zinko is a social media star surpassed only by her son, young influencer @thegoldenfly. After her debut as a jewellery designer, in a very short period of time Zinko gave life to a women's ready-to-wear line as well (rumour has it was financed by her husband Vladimir, affiliated with Russian mafia...). Her creations balance perfectly a classic femininity with sophisticated streetwear. Don't miss her show. 

Show Time: Sunday, February 17, h 9.00. 



Tailoring for millennials. Steve O Smith, graduated from Rhode Island School of Design, focuses mainly on tailoring and craftsmanship, creating feminine designs in candy hues and monochromes, with sharp and unexpected cuts. Consistent features of his collections are asymmetrical layers and luxury fabrics. 

Show Time: Monday, February 18, h 13.30. 


#5 Huishan Zhang 

Finalist for the LVHM Prize, one of BOF's 500 people shaping the Global Fashion Industry, Huishan Zhang has become in a very short period of time one of the most important luxury designers. Graduated from London Central Saint Martins, after an experience at Dior, Zhang gave life to his brand in 2011: his eponymous label is the virtual meeting point between his Chinese roots and his European present. His collections are romantic, super feminine, the result of a clean and reasoned design. 

Show Time: Monday, February 18, h 18.00.