Whilst the movie of ‘Sex and the City’ turns out to be more of an 2hrs lenght advertisement space, brands still love to be associated with Carrie Bradshaw’s fashion sense. The release of Japanese pearl brand Mikimoto tell us that since the film’s release, news outlets have called Carrie’s Mikimoto necklace the signature accessory in the movie and a major fashion trend. Carrie Bradshaw played by Sarah Jessica Parker, wears a Mikimoto opera-length cultured pearl necklace to replace her signature nameplate necklace in the SatC film.

Renowned for developing a technique for the cultivation of pearls, Mikimoto is founded by Kokichi Mikimoto in 1893. Today, almost all pearls sold worldwide are cultured pearls, cultivated by the same technique that Kokichi Mikimoto invented. The family-run business remains the world leader in superior-quality Akoya and South Sea cultured pearls and the company is internationally respected for its product design, crafting techniques and strict quality control.

Carrie Bradshaw wears the pearl strand while announcing her engagement to Chris Noth a.k.a ‘Mr. Big’, and is prominently shown in the scene where, while seated at her computer pondering feelings about love, she twirls the strand around her fingertips. The 8-8.5mm Akoya cultured pearl necklace, 32-inches long, with the brand’s signature clasp in 18K gold retails for £6,760 and is available at Mikimoto stores and authorized retailers nationwide.

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This season’s Bread & Butter ‘New Order’ received a total of 89,168 visitors. Even though the organisers of the three day trade fair were very pleased with the results, the total number of visitors did not reach the one-hundred thousand, registering 2,5% less than last summer. Swedish group The Hives launched the event with a video installation of the infamous Bjorn Tagemose and Ray Cokes from MTV. 2000 people attended the event which, according to the director of the fair Kart Heinz Müller: “Is an event that we want to host every season. The night before the fair starts, we will throw a party at Luna Park.”

For this season, the whole Maria Cristina avenue was taken over by Pavilion 8 to register the number of visitors. A total of 893 exhibitors wanted to participate, which is 60 less than the last summer. The organisers are far from being concerned and want to reduce this number to 800. “We want to be more critical with brands and offer a great portfolio”, comments Müller. “The brands aren’t looking for a stand but a destination”, commented the fair’s director. For example Desigual joined a group of brands that put on a show along with Ed Hardy and G-Star, which presented a directional fashion show.

The Source was the new star of this season. Pavilions 6 and 7, dedicated to manufacturers of materials and accessories for famous brands, received 4938 visits. 50 exhibitors, 90% of whom are from Italy, presented three seasons at once with materials for 2010 and fashion shown in the finest detail for the following season. The organisers of New Order want to double the number of exhibitors in January. In this new area, one of the most interesting features of the event ‘The Panel’ was held in collaboration with well-known characters from the world of denim such as Elio Fiorucci, Francois Girbauld and Adriano Goldschmied. On the other side, Hall 6 of the pavilion hosted a presentation of ‘Martelli Vintage’ with vintage jeans of over a hundred years old.

Bread & Butter acquires an increasing number of foreign visitors in each season which reached 72% of the total from 101 different countries. This internationalisation underlines next year’s slogan “United Nations of Bread & Butter”. Bread & Butter will stay Barcelona. Agustí Cordón, director of the Fair said: “The impact of each edition of the fair, for hotels and restaurants, is 100 million Euros.” An amount the Spanish metropolitan can be very pleased with.

Image: Lunapark at Bread & Butter

Designers Christopher Kane, Erdem and Marios Schwab will receive British Fashion Council Fashion Forward sponsorship for the second consecutive season. Established two and a half years ago, the scheme provides financial support to the UK’s most talented designers who are in the early stages of developing their business and have already established a profile at London Fashion Week.

This season’s recipients, despite being relatively new business have already garnered a following of international influencers and are sold in directional stores and boutiques. Previous winners include Giles Deacon, Jonathan Saunders, Richard Nicoll, Sinha-Stanic and Roksanda Illincic.

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In 2006, Christopher Kane launched his own label with his sister Tammy, collaborator and business partner, and has gone on to build his label into a major player in the high-fashion world. Erdem was launched in 2005 by Erdem Moralioglu and has since won plaudits for its signature look fusing sharp, forward tailoring with romanticism and bold graphic custom-designed silk prints. Marios Schwab has been credited with leading the body-conscious fashion movement with his figure hugging feminine dresses since his label launched in 2005.

Hilary Riva, Chief Executive of the British Fashion Council commented: “Fashion Forward is a British Fashion Council support scheme which contributes to building a sustainable fashion industry in London, through providing funding to talented emerging designers at a time when it is often required the most. This season’s winners are already on the way to establishing international businesses and reputations, we provide them with the platform and access to knowledge required to develop their businesses into influential fashion brands.”

Image: Christopher Kane SS09

The Igedo Company and Ente Moda Italia (EMI) reached an agreement in Milan regarding a special ‘Made in Italy’ area at the next summer CPD. Taking place from 26 through 28 July 2009, high-grade Italian labels specialising in womenswear and menswear, as well as shoes and accessories, will be presented on up to 800 square metres at the fairgrounds. “Italian labels are and remain the non plus ultra in fashion. So we are even more delighted that EMI has recognised the value of the Düsseldorf fairgrounds in the German and North-European market,” stated Igedo Managing Director, Frank Hartmann. “EMI will begin this year with exhibitor acquisition, and will put together an exciting mix of high-quality Italian fashion labels.

The Italian area will be a valuable enrichment for CPD visitors.” “We are very pleased to be able to implement this special EMI project at the July CPD,” confirmed Antonio Gavazzeni, President of Ente Moda Italia. After the events in New York, Moscow and Sao Paolo, the participation in Düsseldorf with the clearly recognizable “Made in Italy” area is extremely important for the internationalisation and service of the Italian companies. “Germany is without a doubt one of the most important European markets for the ‘Made in Italy’ product. This is why we decided to present our fashion worldwide at one of the most significant fashion fairs for womenswear,” Gavazzeni continued. Ente Moda Italia was founded in 1983 as an initiative from Sistema Moda Italia and the Centro di Firenza, with the goal of promoting and distributing Italian fashion abroad, and to globally establish the seal of quality, ‘Made in Italy’.

To this end EMI organises participation in several of the major international events, such as CPM in Moscow or The Collective and Fashion Coterie in New York, for renowned Italian companies. The next Igedo Fashion Fairs Düsseldorf, with CPD, HMD and Global Fashion, takes place from 1 through 3 February 2009 at the Düsseldorf fairgrounds. The summer event, including Body Look, takes place from 26 through 28 July.

Image: Igedo

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Fashion fair JAM increased its exhibitors and visitor numbers with 30% from 30th January to 1st February 2009. Over 10.400 interested visitors came to the Rheinparkhallen exhibition centre to view the collections presented by 370 exhibitors. The areas included Denim, Sportswear, Streetwear, Young Fashion and Accessories. The product-focused trade fair offered a wide selection and mainly attracted Netherlands and Belgium. On Saturday evening, about 1.500 guests participated in the so-called JAM sessions at the Rheinterrassen Cologne at the after event featuring K-Swiss YUM YUM DJ. The numbers of the Sunday were higher in comparison to the two preceding fair days.

Even though some news concerning the Berlin trade fair business caused concern amongst exhibitors and visitors, the overall response to JAM was positive. “However, thanks to our concept as a working trade fair, we are not in direct competition and will continue to offer a platform for top-quality brands in the medium segment. We are further sharpening our profile and are working on expanding the exhibitor portfolio by new market segments,” explains Günther Sommer, JAM Marketing and Sales Manager.

The dates for the next JAM event in July ’09 will be confirmed shortly.

Image: JAM AW09

The fastest growing Dutch lingerie brand has just introduced its line for men. SAPPH MEN is made up of shorts in various colours and prints, for the most part well integrated with the female line’s colours and designs. That’s one sure way to get the picture right. The first billboards are already out there, showing /’Did you buy a pair of Sapph’s for you boyfriend yet…’ *

That would appear a smart move, as Sapph has reached a million female customers. Excellent timing as well, just before the Christmas holidays. The Sapph marketeers know very well a lot more lingerie than usual is sold this time of year. These, after all, are Cor van Schoonhoven, founder, and Rob Heilbron, marketeer by birth, the guys who succeeded in conquering the lingerie market in less than two years with their eye-catching billboards. Their *proud-to-be *strategy is working brilliantly. The points-of-sale counter is still rising, currently at 360, and shows no sign of running out of steam. Outside The Netherlands interest is increasing as well in the up and coming brand so strongly focussed from day one on the lingerie that fits young and strong, independent women everywhere.

And now it’s the men’s turn. The new line consists of (long) shorts in various colours, chosen to match the women’s line perfectly. Lots of black, royal blue and anthracite, with stitchings in contrasting colours. Apart from the coloured shorts, there are a number of prints available, ranging from snake print to tattoo designs, from checkered flag to NY City stills. Materials used are naturally cotton, but spandex and microfibers as well. Sizes range from S to XL, with prices from € 14.95 to € 17.95. The special SAPPH MEN Christmas Collection is just a tongue-in-cheek take on the women’s line, exemplified by ‘his’ short in the very same tartan design as ‘her’ lingerie.

To make a long story, well… , short, SAPPH MEN could very well turn out to be a big splash yet again for the guys who shook up the lingerie market.

See for yourself: www.sapphlingerie.com

According to Womenswear Daily, art collectors may be the latest guardian angels of the fashion world. Such is the case for Lost & Found, a young Tuscany-based fashion label that has contracted Alain Dominique Perrin, executive director of Compagnie Financière Richemont and president of The Cartier Foundation, as an investor.

Based on seasonless clothing using artisanal techniques and natural fabrics and dyes, Canadian Ria Dunn runs the brand with her partner, Italian architect Alessandro Esteri. Its second collection is being presented at the No Season showroom in Paris this week.

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Marks & Spencer was accused of hypocrisy yesterday when it emerged that the retailer shared suppliers with Primark, only a day after it attacked the discount fashion industry over subsistence wages.

Sir Stuart Rose, the executive chairman of M&S, told its shareholders on Wednesday: “You cannot sell a T-shirt in the UK for £2 and pay the designer and pay for the raw materials and pay the manufacturer and pay the rents and pay the rates and pay the carriage and pay the insurance and pay the freight — and pay a fair living wage to the person who made it. I won’t sell a T-shirt for £2.”

However, Associated British Foods (ABF), the owner of Primark, cast a shadow over M&S’s ethical stance by confirming yesterday that it shared some suppliers with its upmarket rival. John Bason, the group finance director of ABF, said: “Sometimes people think Primark sources from people different to everyone else on the high street.”

For the first time, Istanbul will be presenting its enormous power in fashion during Istanbul Fashion Days from August 26 to 29, 2009. The motto of this project is ‘Strong ideas create strong realities’. This international event will bring together the elite of Turkish fashion industry and the designers’ scene from Istanbul. Organizers are iTKiB, the Turkish Exporters’ Association for Textile and Ready-to-Wear, the Fashion Designers’ Association and the in 2007 newly founded dynamic Istanbul Fashion Academy which presents the highest education level for young designers.

The event will be celebrated in the whole city and visitors from all over the world are expected. Historic buildings have been selected for giving a unique fashion ambiance. Mr. Hikmet Tanriverdi, Chairman iTKiB, says: ‘ Istanbul, a European.

Fashion Capital, will from now on be joining the international fashion shows calendar like London, Paris, Milan, New York. Istanbul as one of the most fascinating metropolises in the world will emphasize its brilliance for creativity and culture. Specially, as Istanbul will be the Capital City of Culture in 2010.’

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Swimwear fair Moda Beach is launching a new swim and beachwear zone this August. The exhibition already features some of the leading premium swimwear collections and up-and-coming talent from the industry. Swimwear label Fantasie will be making its debut at Moda Beach. Its latest collection of stylish, easy to wear swimwear is characterized by sophisticated styles and retro designs. Alongside swimwear brand Freya presenting its range of great fitting swimwear with a modern twist, Moda Beach will also present quality Dutch swimwear labels After Eden, Catamar and Nickey Nobel.

New to the UK and launching at Moda Beach is Portugese label Emar with its bold swimwear collection, French swimwear brand Iodus presenting its new range featuring unusual shapes and fabrics and Jamu of Australia designed by Lydia Leong.

The brand line-up already includes industry leaders such as Gottex, Gideon Oberson, Moontide, Moontide Eclipse, Calvin Klein Swimwear, Sunflair, Opera, Sunmarin, Miraclesuit, Magicsuit, Pour Moi, Anita Rosa Faia, Anita Maternity, Penbrooke, Kiwi Saint Tropez, Banana Moon, Bond-Eye, Panache and Seaspray.

This August’s Moda will run at the NEC in Birmingham from 9 – 11.

Image: Kiwi Saint Tropez