Fake: There's Nothing Fake About It!
By Stacey Appel
Photos by Javier Mateo
LONDON, Sep 17, 2002/ FW/ --- Spanish-born designer Desiree Mejer shortened her "Fake London"
label this season to just Fake. And believe me, there is nothing fake about it!
In fact, the show was all about having fun and being the girl about town.
True, there were no more Union Jacks and other British traditional symbols, which were
the hallmarks of Fake London.
Instead, Mejer sent to the runway chic outfits that will be at home at the Hamptons in
New York or at the south of France.
The clothes will even be at home in southern California!
Though not meant for the surfing crowd, the shorts and bikini tops will sell well to the
ever-growing female surfers who want to be as fashionable at the beach, on the water and
while spending a night out in town.
Desiree Mejer might have stumbled into this fast-growing market without even thinking about it.
Whether she is aware of it or not is not important. What is important is that this collection
showed that Desiree Mejer is truly ready to go international and tap into other niche markets of
high fashion.
Her U.S. stockists already include Neiman Marcus and Bloomingdales.
I will not be surprised if she shows up in Southern California, Hawaii or Australia, homes of the
big kahuna in the surfing world.
Because though the big surf clothing companies dress their ladies in the most technically-advanced
and functional design for being on the water, the clothes "off the water" collections can use
fresh blood like Desiree Mejer in terms of aesthetics and chicness.
Click here for more photos.
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