5-7 August 2018, NEC Birmingham

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Ready to wear


19 August 2016

French label Idano inspired womenswear buyers with its debut at Moda Woman last week. Arriving on the UK scene from France, Idano struck a chord with buyers with its effortlessly elegant approach to ready-to-wear.

“Idano is seemingly understated at first glance, but the quality and cut of the products is what really won buyers over,” says UK agent Tessa Roberts. “Moda Edit gave retailers a chance to discover the label first hand and appreciate the point of difference of the Idano concept.”

Established in 2014, Idano is a young, creative label which focuses on the quality of its fabrics. Each item is designed in-house in the brand’s own Parisian studio, and designs are created with longevity rather than seasonal trends in mind.

The brand’s UK agent Tessa Roberts was so impressed with the collection when she discovered it for her own store – Ocean One with branches in Fowey and Padstow, Cornwall – that she took it into her portfolio as an agent. Operating as both a retailer and a supplier, Roberts has a unique insight into the attributes that make a brand work in the UK market.

“I’m a retailer myself so I understand the challenges of the business and I know what we need to make a brand sell,” she says. “Firstly, all of my labels sell in-season; this is something that was not widely available when I opened my first store six years ago, but it’s an increasingly popular business model. Secondly, I only work with brands who deliver on service. Retailing in Cornwall, timing is everything; if a supplier delivers late and the holidaymakers have gone home I can’t sell the goods. So all of my collections are available in small quantities, in-season and they arrive promptly.”

Having debuted to the trade at Moda Edit last week, Idano is now available to retailers nationwide through Blue Mill Studio on an in-season basis.




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