WE ARE IN THE AREA: With its 10-year anniversary approaching, the fashion and accessories design studio Area NYC is extending its reach with a deal through the business accelerator for fashion brands Tomorrow London Ltd. Terms of the deal were not disclosed Thursday.
Tomorrow is further supporting Area as its global partner for business development. The announcement is in advance of Tomorrow’s plans to debut the Area fall 2024 pre-collection at its showrooms in Milan from Jan. 12 to 16 and in Paris from Jan. 18 to 23.
Area was founded in 2014 by Piotrek Panszczyk and Beckett Fogg in downtown New York City and is known for its thoughtful approach to glamor that draws upon history and aspiration. The label can be found at retail outlets like Net-a-porter and Farfetch.
Tomorrow London works with such labels as Martine Rose, Athletics Footwear, Charles Jeffrey Loverboy, Colville and Coperni. The company’s chief executive officer Stefano Martinetto said the company is committed to “brands of brilliance that contribute innovation to the industry.” In turn, Fogg, who serves as CEO, said Area’s vision is “to become the new face of global luxury.”
Area representatives did not respond to a media request Thursday.