LONDON, Aug 15, 2004/ FW/ --- Premium denim label Yanuk will be one of the approximately 200 exhibitors which will show their collection at the Duke of York Square exhibit hall from September 19-22, 2004.

Formerly The London Designers Exhibition, The Exhibition @ London Fashion Week has been renamed to reflect its growing importance as the commercial core of London Fashion Week.

Growing from 50 exhibitors in 1994 to 172 in February of this year, The Exhibition has helped the likes of designers Bill Amberg, Sophia Kokosalaki, Matthew Williamson and Jenny Packham to build their business on an international stage.

US denim wear label Yanuk alongside handbag designer Jas MB and UK favorites Mulberry and Ally Capellino will headline the group of designers showcasing their collections this season at The Exhibition @ London Fashion Week. They will join a number of established British designers including Phillip Treacy, Lulu Guinness and Jonathan Saunders.

Launched in 2003, Yanuk Jeans is fast becoming a favorite among denim fans in the U.S. and the world. Created by Anouk Guez and Ya-el Torbati, the jeans label had expanded from a women’s line only clothing to include menswear within 2 years of its inception.

With a formidable creative team, Yanuk Jeans was destined to become popular from day one. Anouk Guez founded Sasson Jeans and was instrumental in putting designer jeans on the map during the 1970s. For that, he earned the nickname, “denim godfather.”

Ya-el Torbati heads up the design team of Yanuk Jeans, and responsible for the creative aspect. With wet processing master Alain Lafourcaide, Yanuk Jeans offers the best in denim fabrications and the most authentic vintage wash technique.

Celebrity following of the young denim label includes Cameron Diaz, Charlize Theron, Beyoncé Knowles and Jennifer Aniston.

Anne Tyrrell, deputy chairman of the BFC, comments, “The Exhibition @ London Fashion Week signifies a new and exciting phase for London Fashion Week. The innovative mix of the best of Britain’s best young and established design talent alongside a number of actively sourced international designers at The Exhibition, will help to add weight and texture to the event and further build its international reputation.”

The Exhibition @ London Fashion Week will be open 10h00 – 18h00 on Sunday 19 September – Wednesday 22 September with late appointments available between 18h00 and 20h00, and from 10h00 until 17h00 on Thursday 22 September