03 September 2008

New Label Alert: LUNGTA de FANCY

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Yesterday afternoon Brix Smith Start, owner of Start Boutique in London invited us round for a tea party to catch up on the latest brands, what she's looking forward to during London Fashion Week and to cuddle her three adorable Pugs! But, what really captured our attention aside from the cupcakes was new Japanese brand LUNGTA de FANCY. From black shimmering cotton puffy couture-like jackets to simple shift dresses with quirky detailing, all the pieces are sophisticated and delicately tailored out of the most luxurious fabrics. (See pictures below). And if you're wondering what the brand name means, Mai Morimoto - one of the five female designers - explained to us that it signifies a conceptual state of joy and happiness! Brix first discovered LUNGTA de FANCY a few seasons ago in the LFW tents and snapped them up to become an exclusive stockist (however, Dover St Market and Browns are set to follow soon). Brix describes the collection as ‘commercial yet edgy, easy to wear, super stylish and under the radar but best of all you don't have to spend a fortune on it.' And considering an Oscar winner (we name no names...) has got her hands on a piece, and they were featured as ‘The Best Upcoming London Brand' during LFW this time last year, we suggest you get a hit of joy and happiness yourself! Click it before it goes... (prices approx £150 - £400)

- By Hannah Almassi


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