e.g... Spring Summer 2010

[Felicities]

e.g… a new label aimed at the metro-
sexual woman – are taking a unique
approach to launching their new
collection this September.

e.g… have created a short film to
showcase the collection and wanted to
present it in a unique way rather than
through a presentation or during London
Fashion Week. Instead they will be taking
advantage of the global success of
social networking and launch the
collection directly to their public through
the social media.

The fashion world is shifting and needs are changing as are shopping habits
and as fashion brands embrace social networks in various forms e.g… have
decided to use social media as the total focus for the launch of their new
collection -as it provides an opportunity to form more intimate relationships
with new communities and buyers – creating direct dialogue with their
customer which will in turn provide access to direct sales though the e.g…
retail site

At 9.00am on 10th September the film for the new SS10 collection will go live
on the e.g… site www.egSS10.co.uk and on numerous fashion social media
and blog sites. One lucky person who logs on to the e.g… site to see the film
and leaves a comment will have the opportunity to win a £500 gift voucher
to purchase a piece from the fabulous e.g… collection


Editors Notes

The current collection is heavily influenced by 80s power dressing embracing
style icons of the generation such as Grace Jones and Joan Collins.

Big shoulders, strong silhouettes and sharp lines can be found throughout the
collection, yet all the pieces still allude to the evocative and sensual feminine
side with luxurious fabrics, figure hugging contours and classic styling.

Creative director Emma Griffiths has worked with world renowned designers
Alexander McQueen and Boudicca. Her designs are directly influenced by
her work with these groundbreaking designers, which can be observed in the
quality and attention to detail seen throughout the collection.

Emma is able to oversee the entire manufacturing process from her studio
located opposite Spitalfields Market in east London, ensuring each garment is
produced ethically and to her exacting standards.

e.g... is a delicious style offering, appealing to fabulous women seeking
something unique, luxurious, a tad eccentric and yet still very much on-trend.

e.g…’s current collection can be viewed and purchased on-line at

www.egSS10.co.uk

For all press enquiries, look book, information, interviews and images please contact:Rebecca
at Felicities Ltd Telephone [phone] or email [e-mail]