Fashion Focus: SugarLane

Following SugarLane’s hugely successful launch at Spring Fair, Joe Davies can’t wait to unveil the brand’s exclusive Autumn/Winter collection at Harrogate’s Home & Gift.

Ahead of the show, PG&H was given a sneak preview by the company’s fashion consultant Bev Allen.

“I’m really excited about the gorgeous, rich colour palette for Autumn/Winter” enthuses Joe Davies’ fashion consultant Bev Allen, who was tasked with starting the company’s exclusive SugarLane brand from scratch last year.

“There are lots of sapphires and rubies, as well as fashionable emerald greens, and, of course, an abundance of prints,” confirms Bev, who previously worked for George@Asda and Bravissimo. “In addition, we’re introducing a new category of knitwear, with a rich colour palette, that sits alongside the collections. Plus, lots of pieces in the new range feature muted brights and exclusive digital prints.”

However, for those who prefer something different to pattern garments, there is Caramel Mono which has timeless styles with a modern twist, built from a palette of solid, on trend colours.

All pieces fit together to create retail solutions, resulting in four core capsules for Autumn/Winter. In addition to Caramel Mono there is Blue Fusion, Opulent Bloom and Rich Botanical, enabling colours and prints to cohesively mix and match. With independent gift retailers in mind, Bev has ensured that each capsule fits comfortably onto one rail. Plus, shops can reorder ‘Little and Often’ as with all other Joe Davies products.

Primarily aimed at independent gift retailers, SugarLane is based on a commercial, capsule collection of quality fashion garments, with two practical size solutions - small/medium and medium/large - for a better fit.

“Everything is designed in the UK, is exclusive and unique and created with the planet in mind,” emphasises Bev.

“Wherever possible, our polyesters are made from recycled plastics, and we are working with our partners to source natural fabrics responsibly, with everything ethically sourced. Every garment features its own swing tag too, highlighting not only its sustainability credentials, but also elements related to fabric and design.” Products are primarily sourced from India, Sri Lanka and Turkey reflecting striking colours and stunning fabrics and yarns. “The factories employ highly skilled workers, with ethical sourcing as important to them as it is to us,” Bev states. “In addition, as all our designs are exclusive, items such as the Sophie dress, which is our own print on a beautiful burnt-out lurex chiffon, is one you can’t find anywhere else.” With Bev’s keen eye for finishes, SugarLane is also about how the smallest details can make the biggest difference. This includes, for example, having exactly the right buttons and putting the right trim on garments. But finding solutions for different body shapes is also paramount, particularly for curvier women. As she explains: “we’ve designed back details, but made sure the bra straps are covered, as well as putting in shearing at the back of tops and dresses to ensure that people don’t have to go up a size.” Adds Bev: “with newer and first-time fashion buyers delighted with the

Spring/Summer ‘ready to go’ capsule, and more experienced fashion buyers enthusiastically purchasing across the range to add to their existing fashion offer, we can’t wait to show buyers what’s new for the run-up to Christmas on our stand - hall B, stand B66 - at Harrogate,” she states, “with the collection available to order from Joe Davies from this July.”

l Kimberly dress: “there’s the added surprise of the sexy cut-out detail on the back and the striking black and tan print.” l Emma top: “the tie back neck detail and cute puff sleeve takes black classic pants to the next level.”