London label Sur launches at Barcelona Fashion week

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A successful Barcelona Fashion week was topped off last Thursday with the launch of new, luxury womenswear label, Sur.

The brand is brainchild of Creative Director, Laura Figueras, a Barcelona native, who now has her design studio in London. Of the reason to live in London, but produce in Barcelona, she said “I love London, especially where I live, by Portobello market. I get a lot of my inspiration from there. But when it comes to production, I know that some of the best ateliers are based in and around Barcelona, so I love producing there. It really is amazing quality. On the other hand, many of the fabrics I use are actually made in Yorkshire, so it is a real blend. For me, it’s the best of both worlds.”

Sur draws its inspiration from the sophistication of London, and the heat and colourfulness of the Mediterannean. The brand intends to grow fast, and is already exploring distribution in China and Japan, as well as offering its product directly to its customers through its own webshop. “Whatever we do, and wherever we do it, we want to have a direct connection to our customers, and make it special for them. So when we sell in a store, we will make unique pieces for that store, and when we sell through our own store, we are able to have an even better connection with our customers. People want more from brands these days. It’s about always providing special pieces, and a special connection for people.”

The brand arrives in London in September, when it aims to have a pop-up store and showroom, selling a capsule collection from their SS2013 offering. Details will be posted on their site, nearer the time www.sur-studio.co.uk