Giles Deacon is reversing the trend of big name British designer brands (Matthew Williamson, Jonathan Saunders, Burberry and Pringle of Scotland) returning to show during London Fashion Week as part of the British Fashion Council's 25th anniversary, by deciding to show during Paris Fashion Week.
The Darlington-born designer has scooped the prestigious ANDAM award in Paris bagging £137,000 in prize money. The French Ministry Of Culture backed initiative allows designers to boost their business in France, which includes showing at Paris Fashion Week. Previous winners include Richard Nicoll, Viktor & Rolf and Gareth Pugh, who also defected from London to show in Paris two seasons ago.
"It's a fantastic opportunity for me and great to have been recognised," Deacon told WWD. "The award represents two years of hard work and it shows the label is progressing."
In May it was revealed that the designer had signed a lucrative production and distribution deal with Italian manufacturer Castor Srl to help expose his label to a wider global audience. The next range to launch under the new partnership will be the first ever Giles cruise collection which was unveiled yesterday.
The Giles spring/summer 2010 collection will show during Paris Fashion Week, which runs from 30 September to 8 October.
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