Osman Yousefzada is one London designer who has shown a knack for building his business without an active investor on board. Not only is he consulting for a high profile British luxury chain, he is collaborating with Mango to release a capsule collection of little black dresses which will hit Mango stores worldwide in March, after an exclusive selling period at Selfridges in London. These projects help Osman by injecting cash to finance production and operating costs for the business.
Mango also hosted Osman's show today in its Oxford Street flagship, causing quite a stir as regular shoppers mixed in with London's fashion flock. The choice of location works for both parties because Osman gets free space and solid evidence of his partnership with Mango, while Osman brings new people into the store and ups its Mango's fashion cred. Perhaps it does not have the quirky ambiance of a schoolhouse in Shoreditch or a tunnel in the South Bank, but it does the trick anyway, and the long catwalk allowed many of the buyers and press to see the clothes up close.