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Edition gets the fashion blogger thumbs-up

BY STYLE EDITOR, ON 17 FEB 2011 13:02 NEW LAUNCHESCOMMENTS

Edition pop up shop

Last week we unveiled our first ever pop up shop just off Carnaby Street, London. The shop was selected to launch the hotly anticipated Edition collection and it opened an evening ahead of schedule to give some lovely fashion bloggers a sneak preview! There were lines from Preen, Jonathan Saunders and Jonathan Kelsey, all beautifully displayed and described by Gemma Cartwright of Big Girl’s Browse as a “very fashion-forward collection by a group of amazing designers”.

Alize Morand of Blog de Tendances spoke to Karen Peacock, our Director of Design at Debenhams, who explained she had picked the “designers to reflect a diversity of styles, while supporting the best of British creation.”

When it came to the Preen collection Reena Rai of Fashion Daydreams said she loved the detailing “pleats, fringing, quilting, sheer fabric and exposed zips set against a colour palette of neutral shades to accentuate the design details. There are some real stand out pieces, both the buttersoft leather jacket and crisp trench coat are sure to be sell outs.”

Edition blogger event

Reena said the Saunders collection was perfect for summer – “light, floaty and effortless.” While Alize mentioned the “aqua blues, greens and greys in diaphanous fabrics, and signature floor lengths maxis, ideal for a summer evening party”.

Gemma Cartwright of Big Girl’s Browse referred to Jonathan Kelsey as an “accessory designer extraordinaire”. While Alize caught up with him (excitingly he treated us all to a surprise visit!) and told her “My first footwear designing role was for Jimmy Choo where I learned a lot about creating iconic shoes and developing my signature style, which this collection delivers, while offering something new and directional to you, the Debenhams customer”.

The Edition collection is now available nationwide, so hurry before it all gets snapped up!

Lastly, a very special thanks to all the fashion bloggers that joined us on the evening.

Shop Edition now

Edition with Jonathan KelseyEdition blogger event

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