Capital & Counties has signed up fashion show Fashion Fringe as part of its repositioning of Covent Garden.

The deal is a three year collaboration with Fashion Fringe, a programme which supports emerging British fashion design talent.

Fashion Fringe searches for cutting edge fashion talent and has launched six successful new designer labels on the London fashion scene over the past four years.

Colin McDowell, the fashion writer and commentator, launched the initiative with IMG global sports. Designer Donatella Versace is this year’s honorary chairperson for the next two years.

New home

Bev Churchill, brand director of Covent Garden London, said: ‘Fashion Fringe is a great initiative for harnessing young talent and we feel Covent Garden, as one of London’s developing retail and fashion hubs is the perfect location to be the new home.’

Colin McDowell, creative director of Fashion Fringe., said: ‘I am very happy that we are able to show in such an iconic space as Covent Garden, which is known throughout the world for its superb Georgian architecture and ongoing programme of entertainment and events.’