Osman Yousefzada's A/W Collection bowed this evening in Selfridge's 7th floor car park. For one thing, that must have made it easier for his sponsor,

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, to get their sleek cars into the venue for the eyes of ogling fashionistas. A lot easier, say, than a 7th floor art gallery or church or museum.

Somehow, the edgy venue and refined collection came together very well in a sort of  modern elegance, best exemplified by a hooded-dress that looked stunning from behind. There were also Lily Cole's legs in a short sea grey skirt with ruffly pleats. A stream a immacuately cut dresses and trousers followed, each with hints of embellishment (okay, sometimes they were more than hints) and draping. While still a commercial collection you could imagine in the boutiques , it was a stronger statement of Osman's signature than the last collection, which lacked the maturity that the new collection demonstrated. Some of the skin-tight mini dresses didnt work as well, though they were well-executed.

Selfridge's are actively supporting Osman, having provided him with a coveted Oxford street window during Fashion Week, provided the venue for his show, and securing exclusivityfor Osman's collection in London. It is great to see the industry get behind a designer and support him. It benefits both parties - so everybody wins.