Matches Fashion launches The Innovators Programme
While every aspect of the fashion industry has been questioned and shaken by the COVID-19 pandemic, the young designers and the emerging brands are the ones who suffered the most. The crisis led stores to bankrupcy, buyers cancelling orders, many talented small fashion houses had to shut down. Only in June, one of the most loved New York label Sies Marjan was forced to close its doors for good.
This September the fashion online store MATCHESFASHION laid out its plans to mitigate the challenges felt by young designers, with the launch of a year-long programme, ‘The Innovators.’ The company has selected twelve brands, betwewn menswear and womenswear, who will receive the support of the retailer for the next twelve months.
The full list of brands selected for inclusion are Art School, Ahluwalia, Chopova Lowena, Stefan Cooke, Germanier, Halpern, Harris Reed, Charles Jeffrey LOVERBOY, Thebe Magugu, Ludovic de Saint Sernin, Bianca Saunders, and Wales Bonner. Of the twelve, eleven were already stocked by the retailer prior to the launch of the programme.
‘Being part of the MATCHESFASHION Innovators programme for me is such an honour, to be recognised as somebody that is continuing to do something special with their work. MATCHES is one of the reasons we are where we are now, they were such huge supporters when we started, and they did it with such charm it’s been such an authentic relationship. They’ve helped us formulate our product range further. The fact that we’re able to exist on the website in this way and to be able to speak about our products along with the big guns, the bigger brands, it’s been a real an honour to be on that level and see our products because that’s what we want to see because MATCHES is a huge website and has a lot to say and if we’re part of that voice for a period of time then that’s amazing” explains Charles Jeffrey Loverboy .
Grace Wales Bonner is also glad to be part of this programme: “I’m really excited to be a part of the MATCHESFASHION Innovator’s Programme. I have been working with MATCHES for almost five years, so we have a really brilliant relationship. It’s always really wonderful working closely with the team so I’m really excited to work more closely and to share the story behind what I’m working on and to really work closely with the mentors.”
The support offered will come through exposure via MATCHESFASHION’s social media channels, and the retailer’s own editorial content. However, the designers will also be given preferential payment terms by the retailer. Additionally, the commitment from the retailer to support the designers, regardless of their sales performance over the next year provides the brands with an otherwise un-guaranteed income source.
