It's Fashion East's 10th birthday this September and as well as wishing their lovely director Lulu Kennedy, and her team congratulations, we’re super excited to tell you all that we’re sponsoring this amazing initiative for the 15th season running.

SS11 sees the anticipated return of Heikki Salonen, alongside hotly tipped newcomers Simone Rocha and Felicity Brown. These are the up-and-coming designers you need to keep on your radar!   

Since Fashion East was established by The Old Truman Brewery back in 2000, Lulu has been the industry’s eyes and ears! She’s kick-started the careers of some of the UK’s most exciting designers, many who have become part of NEWGEN. 

Now famed for offering a snapshot of what's cool and happening in London, Fashion East's show is always one of the hottest tickets in town! Vital for spotting and supporting new talent, we couldn't be happier that Fashion East will be showing at the amazing new Topshop Show Space this season. Here’s a little taste of what to expect…



Heikki Salonen will be showing at Fashion East for the third season running. His AW10 collection was lauded by cool girls around the world who worked his edgy, androgynous pieces into their wardrobes effortlessly. Giving you the inside scoop, this season he’s been influenced by a whole range of things from Native American Indians to skater girls – we can't wait!  



Having just graduated from Central Saint Martin’s renowned Fashion MA, Simone Rocha is showing at Fashion East for the first time and is causing quite a stir amongst the fashion pack. With influences from Frances Bacon to Mark Borthwick, Simone’s clothes are beautiful in a modern, innovative way! Her SS11 collection is going to be based around strength and romance and we can’t wait to take a peep.  



Felicity Brown gained a 1st class BA honours from the Glasgow School of Art and an MA with distinction from the Royal Collage of Art. Yes, it’s no wonder we’re so excited! Having cut her teeth as a designer at Alberta Ferretti, Loewe, Mulberry and Lanvin, her debut collection was snapped up by the world’s hottest stores and us set to cause a stir for SS11. 

For lots of exciting behind the scenes news in the run up to Fashion East’s show, check out Lulu’s blog.