Danielle Scutt Skirts the Catwalk

Danielle Scutt holds her own amongst rising London stars like Christopher Kane, Erdem Moralioglu, Gareth Pugh, Marios Schwab and Louise Goldin. Scutt has showed three well-regarded collections since completing the MA program at Central St. Martins—her first two supported by Fashion East, and for s/s '08 she staged an independent show.

For a/w '08, Scutt, unlike her contemporaries, opted out of doing a highly visible runway show, choosing instead to reach buyers and editors through more grassroots efforts. Here, she explains why...

JC Report: How did economics factor into your decision not to show a catwalk collection this season at London Fashion Week?

Danielle Scutt: I didn't really think about economics. I made a decision based on what I felt was right for the business.

JCR: Did the chatter surrounding some international buyers skipping London this season affect you?

DS: I didn't hear any chatter about international buyers skipping London, but I generally think sales are made in Paris anyway so that's the most important place to be for selling.

JCR: What's the alternative route to attracting press and buyers to your a/w '08 collection?

DS: Producing some great visuals and circulating them.

JCR: For a young label without the financial muscle of the big brands, is there really a substitute for a catwalk presentation that can garner such far-reaching eyeballs?

DS: I'm already there.

JCR: In which countries do you sell your line?

DS: London, England.

JCR: Tell us about your a/w '08 collection?

DS: Effortless style, relaxed, eclectic, strong and feminine, unpretentious and uncontrived.

This interview was conducted by Jason Campbell.