We’re pleased to welcome WhatWhenAndNow.com who will be breaking down the key looks of the season to produce a Buyers Guide. The Buyers Guide will assist visiting buyers and fashion editors to home in on the key pieces, labels and stories of the season. The Buyers Guide will be on display and available at the August 2008 edition of Margin London.

Conceptualised by Mickey Shariff, with Fatsarazzi as Creative Director, What When & Now (WW&N) is an online service that has the inside track on what’s hitting the street and happening on high fashion’s continuously evolving horizon.

Described by those in the know as “a credible WGSN”, the team at WW&N realise that by the time a “look” has got to the catwalk, it’s already happened somewhere else. Whereas some trend services look to the international runways for inspiration, WW&N are at the forefront of research and realise the place to itemise future style directions is the heartbeat of a city’s clubs, events, galleries, exhibitions, and parties.

What separates WW&N from other “trendologists” or style websites is their keen eye and uncanny ability to edit what they see on the fly, and only photograph the looks that matter and point to the future; this is no scattergun approach, this is a proven and successful instinct honed over years of exposure to the best of the best, as well as the experience that comes with having worked with leading brands and blogs.

WhatWhenAndNow.co.uk marries the best attributes of bloggers & coolhunters, and consultants and corporate forecasters to create a new niche, and are not afraid to speak their minds or call it like they see it. Their honest and forthright opinion is rare and sought-after, and can be accessed through their public access Daily News Blog Talk, which is free with no censorship or advertorial, and through print as regular contributors to titles such as Drapers, the UK trade magazine.
www.WhatWhenAndNow.com

“Margin, renowned for its upscale streetwear and directional tailoring, has been one of the best platforms for new talent for the last four years.”
WGSN

Margin, renowned for its upscale streetwear and directional tailoring, has been one of the best platforms for new talent for the last four years. WGSN reports from London.
Attracting a host of new names, Margin had the biggest show to date covering 9,000 sq ft. The show made the move to the new venue of the Horticultural Halls to accommodate growing ranges of labels that have been exhibiting at Margin since its beginning.Not only is the number of exhibitors increasing, labels such as Dephect and Lazy Oaf, which used to manage with only one rail as a stand, have successfully grown their business and ranges accordingly, consequently requiring more space. Hopefully this won’t jeopardize the intimacy normally praised at Margin shows, and we continue to see fresh directional brands showcasing and debuting.Over 60 exhibitors attended, with at least half making their debut at Margin. This season, five new Finnish brands had chosen the show for their first UK appearance. These included Annukka Takala, Keto, and Zukale & Huoviala, which are all recent graduates or students of the University of Art and Design, Helsinki.WGSN loves directional, sultry womenswear label Tiia Vanhatapio and the designer’s baby range Quelle Jolie Bebe. Vanhatapio’s two ranges were undoubtedly one of the highlights of the show.Margin has also organised an exchange program with International Fashion Fair (Tokyo) and chose Japanese menswear label Agent Knock Peaceful to exhibit in London. London-based womenswear streetwear brand Girlgang showed at IFF Tokyo in July.Margin is held at the same time as TBC each season, falling on Sunday and Monday of a designated week. Margin is great for attracting international buyers to London.

The overall impression for the show this year as it continues to increase in size with its great new venue, is that it is slightly more commercial than previous years but is still gaining the enthusiasm that makes it so special. FULL REPORT HERE

“The general response to the show has always highlighted Margin’s ability to attract new designers. Most trade shows are either too expensive or too mainstream for the underground labels that prefer the more intimate and casual vibe that’s encouraged and protected at Margin.
The diversity of brands was remarkable, with collections from all over the world. What was most encouraging was that designers were still inspired and enthusiastic, with many of them showing handmade, quirky one-off pieces as imaginative as ones from when they first graduated.
Overall, as the brands get bigger so does Margin. Exhibitors really appreciated the new space and consequently the atmosphere was as buzzy as ever. ” WGSN

Second edition of Margin London expands in size and scope

Apparel, February 9-10, London

Showcasing upscale streetwear, the second edition of Margin London has grown in size and scope. The February 2003 edition will preview clothing and accessories ranges for men and women by 35 unique labels, including many new design start-ups.The new Margin London venue, located in the Music Rooms in South Molton Lane, close to central shopping streets Oxford Street and Bond Street, provides a relaxed space to view collections.
Labels exhibiting include, Accidental Genius, Beth Graham, Blue Camper Van, Block Headwear, Bond International, Broke Bitter N Twisted, Cast Off, Electricity, Electronic Sheep, Emma Levine, Exact Science, Gama-Go, Loaf, Michael Keller, OK47, Reprezent, Shoplifters, Terratag, The Invisibles, U-ACT, Rainbow Knitwear, Upper Playground, Wanted Clothing and Wildlife Distribution.The first edition of Margin London took place in August 2002 in the function space at The Light Bar, London, E1. Buyers and press from key stores and magazines in France, Ireland, Italy, Japan and the UK attended over two days to preview spring/summer 2003 collections from nine British and Japanese labels. Margin London was established to give new labels an affordable platform to reach a wider buying and press audience.

Second edition of Margin London expands in size
Showcasing upscale streetwear, the second edition of Margin London has grown in size and scope. The February 2003 edition will preview clothing and accessories ranges for men and women by 35 unique labels, including many new design start-ups. The new Margin London venue, located in the Music Rooms in South Molton Lane, provides a relaxed space to view collections. The first edition of Margin London took place in August 2002. Buyers and press from key stores and magazines in France, Ireland, Italy, Japan and the UK attended two days of previews for the spring/summer 2003 collections of nine British and Japanese labels. Margin London was established to give new labels an affordable platform to reach a wider audience.

MARGIN LONDON
Showcasing upscale streetwear, the second edition of MARGIN LONDON has grown in size and scope. The February 2003 edition will preview clothing and accessories ranges for Men and Women by 35 unique labels, including many new design start-ups.

VENUE
The new MARGIN LONDON venue, located close to Oxford Street & Bond Street, provides a relaxed space to view collections.
Venue: The Music Rooms, South Molton Lane, London W1
1 minutes walk from Bond Street Tube Station.

DATES
February 9th & 10th 2003, between 10am to 6pm.

EXHIBITORS
Labels exhibiting include: