Autumn Winter 2011/12 Collections – 18-25 February 2011

Circle is a new platform created by five fashion designers, based in London and Stockholm, who for
the first time are going to present their collections for Autumn Winter 2011/12 in a pop-up
showroom during London Fashion Week from 18-25 February 2011.

The two creative minds behind Circle are fashion designers Sara Loi and Rebecca Zehr. Growing
discontent with the offerings of the big trade shows they decided to create their own space and
platform as well as taking other like-minded designers on board. In Autumn 2010 they developed the
concept of Circle as an opportunity to showcase the designers’ collections in an environment that
reflects their aesthetic beliefs and also speaks to their buyers and customers.

The four labels showing this time are: Via Snella, Zehr, Noemi Klein and Ilaria Lepore.
Covering a spectrum of disciplines they create womenswear, menswear and unisex collections as
well as jewelry and accessories. What they share is a style that although diverse is rooted in East
London’s thriving creative scene. They have been hailed as below-the-radar favorites by the press and
have gained a strong following through their independent stockists in London and all over Europe.

Address and opening times:

Circle
2 Ganton Street
London W1F 7QL

18 – 25 February 2011
Open every day: 11.00 – 19.00

About the Designers:

Via Snella

Via Snella was founded as a menswear label by Stockholm-based designer Lina Zedig in 2006.
Since then Via Snella has created fashion that seeks to pave new ways in the perception of
masculinity, the body and the unique self we all carry within. From their first-quality fabrics to their
detail-wise patterns, all Via Snella garments breathe this “feel-good” wearable fashion that combines
traditional tailoring with innovative details, shapes and cuts. Their unique take on masculinity has won
Via Snella a strong fan base and the label has now stockists all over Europe.

www.viasnella.com

Zehr

Zehr is a womenswear label founded in 2009 by London-based designer Rebecca Zehr. Her designs
blend sharp tailoring and high quality fabrics with signature prints to create basic pieces with a twist
and a collection that feels elegant yet edgy. Taking references from classic tailoring the collection is
designed with a keen eye on details and proportion. Zehr draws inspiration from a variety of sources,
ranging from military uniform, folk costume to ethnic illustrations. Translated into modern shapes and
print designs they influence the overall mood of the collection. The result is a collection that does not
appear to make a fuss and yet creates a distinctive style. Zehr has now stockists in London and
Europe.

www.zehr.co.uk

Noemi Klein

Noemi Klein, originally from the West German countryside, began working as a jeweler in the murky
corners of creative East London in 2004. She first started designing and working with metal after
being given a cast off piece of machinery by her dentist father, combining her inherited attention to
detail and fascination with fancy tools with finding an outlet for her love of fashion, precious
materials and unusual imagery. Pieces from the current collection are exquisitely detailed and multi
layered, featuring diverse figural and floral imagery and reworking elements from vintage Jewelry and
combining them with an array of precious materials such as silver, gold, coral and semiprecious
stones.

www.noemiklein.com

Ilaria Lepore

Ilaria Lepore began working as a fashion designer in Milan in 2008 and in 2010 Lepore decided to
move to London to set up her own ethical menswear label. In her designs she combines Italian
craftsmanship with a complex modernity that is inspired by the wearer and avoids any short-lived
trends. The resulting style is minimal and natural at the same time and it creates a sense of ambiguity
that combines modernity with irony and an amused attitude of provocation. Lepore responds to the
new sensibility towards the ecological and ethical impact of fashion by using only organic and
anallergenic fabrics and materials of the best Italian quality.

www.ilarialepore.com

Zehr AW 11/12

Ilaria Lepore

Via Snella

Zehr

Noemi Klein