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At FLY London the brief to our designers as ever has no limitations. “Go where the inspiration takes you!” is the message! There is no overbearing management style during the design process, no stifling meetings with corporate jingoistic language, instead there’s a joyful and instinctive creative period that translates itself to the product. There is no seasonal theme but an understanding by everyone involved of what FLY London stands for. This leads to a brilliantly varied range which is also cohesive in that it adheres to the Fly London ethos of ‘always progressive never conventional.’
Founded in 2004 in the north of France, Laura Vita wanted to make originality accessible to contemporary women. Tired of the ambient sobriety of the colors black, white, beige, the brand quickly imposed by its eclectic style but also by the work brought to the footwear. The models differ from the mainstream fashion to establish their own codes: colors, craftsmanship, natural leather, and comfort. Laura Vita expresses her desire to offer all women a bit of madness in their daily outfits.
Ruby Shoo are a small team based in north London, England, with a passion for creating unique shoes and accessories that generate smiles whenever they are worn. If we were to describe Ruby Shoo designs, we would say they are contemporary, quirky and definitely fun, with a hint of vintage. Samantha Lines, the talented designer, introduces both archive and modern fabrics into every collection, often adding gorgeous embellishments.
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