Hard graft behind the glamour

UK fashion design duo Jena.Theo have launched their 2011 autumn/winter collection at London Fashion Week in partnership with UPS, following months of intense logistical planning.
To support the Jena.Theo show, UPS has provided its expertise in everything from the delivery of fabrics sourced in global markets such as China and Greece, to the transportation of production equipment to and from the catwalk venue.
Beyond the glitz and glamour of the catwalk, the launch of the Jena.Theo collection is a great example of London Fashion Week's importance to the UK economy, which benefits from a 33m boost in London alone[i].
Jena.Theo was founded in 2009 by designers Jenny Holmes and Dimitris Theocharidis. Since winning the coveted Fashion Fringe at Covent Garden Award, one of the industry's most recognised prizes for emerging talent, the label has quickly become a rising star on the London fashion scene. For young designers like Jena.Theo, business growth can benefit greatly from the support of companies like UPS, particularly ahead of major calendar events such as London Fashion Week.
In recognition of UPS's crucial behind-the-scenes support role, Jena.Theo have designed a centrepiece dress reflecting the iconic UPS brand colours, which debuts as part of their collection at London Fashion Week today.
"The logistical challenges associated with an event of this scale can be daunting, especially when your business is rapidly growing in size. That is why young designers can benefit from the support of companies like UPS, working behind the scenes to help strengthen their business and to make shows like this a reality," commented Cindy Miller, managing director, UPS UK, Ireland & Nordics.

Cindy added, "As their concept for the show developed, samples were designed, manufactured and approved; UPS provided logistical support each step of the way. With all of these stages happening within a very short timeframe, flexibility and global expertise has been integral to allowing for last minute changes in inventory and shipment destinations."
"The support we have received from UPS has been absolutely critical in making today's launch a success," said Jenny Holmes, one of the founders of Jena.Theo. "It takes such a lot of hard work and planning to design, create and organise a collection launch like this, but with UPS's support we have also been able to focus on opportunities for expanding the reach of our brand."
"Over thirty years in the fashion business, I have seen it become increasingly competitive. The world is awash with young, eager designers, few of them outstanding, and what is needed is selection & mentoring; two of the pillars of Fashion Fringe at Covent Garden, where we have an eclectic and multi-national designer profile. Jena.Theo, our winners in 2009 are typical one English girl, one Greek boy working together and methodically building a business." commented Colin McDowell, Creative Director Fashion Fringe at Covent Garden.
UPS acts as a partner for companies in the fashion, textiles and luxury goods industries, because it understands the push for perfection, precision, creativity and punctuality inherent to those sectors. As a global business, UPS is best placed to meet these requirements. Operating globally and to very short deadlines, UPS's customers know that they can rely on a wide range of services. From Paris to Beijing, from Milan to New York City, London and Tokyo, UPS supports the fashion, textiles and luxury goods sector day in, day out.
UPS provides a wide range of customised services to help customers manage the complexities of bringing their designs to catwalks, retailers and wardrobes worldwide.

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