Fashion Fringe, the UK-based fashion initiative established by Colin McDowell and IMG, has found itself a new home in Covent Garden, the Italian-style piazza in London’s West End best known for its restaurants, bars, boutiques, theatres and the Royal Opera House.

“Fashion Fringe is about modern London and all its diversities, but it takes place in one of the most historic cities in the world,” said McDowell. “I am very happy that we are able to show in such an iconic space as Covent Garden, which is known throughout the world for its superb Georgian architecture and ongoing program of entertainment and events.”

The three-year collaboration with Fashion Fringe will allow the program, which supports emerging British fashion design talent, a semi-permanent venue to stage its annual nationwide search for fashion talent. The new space will host the selection process, judging, and mentoring program, as well as the final runway show in September. To date, the program has launched six successful new designer labels on the London fashion scene over the past four years.

Most recently, Donatella Versace joined Fashion Fringe as honorary chairperson for the next two years. She will work in conjunction with the Fashion Fringe International advisory committee made up of fashion heavyweights like Alexander McQueen, Anna Wintour, Dolce & Gabbana, John Galliano, Stuart Rose, and Marc Jacobs.

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