Underground Fashion Show brings international designers to city

Fly London has taken an innovative approach to designing fashion footwear, resulting in creative and trendy styles season after season. Sold in 55 different countries, Fly London's universal appeal is undeniable. For the past three years, Fly London has been named one of the top three most popular footwear brands in Britain by Draper's, an esteemed retail council.

Co-owners Amilcar Monteiro and Fortunato Frederico are considered fashion visionaries in their industry. Every season, Fly London unveils a new collection, comprised of 50 different lines. Each line has multiple silhouettes, colour combinations and sole designs, totalling over 200 different styles. How can such a prolific collection be achieved every season?

Monteiro explains that Fly London takes a team approach to creating each collection. "We have two resident designers in addition to several contract designers. We rotate new designers in every two seasons to bring in fresh directions and approaches from all around the world."

At its very sole, each Fly London shoe is unique and distinctive. "We always put a lot of attention into the design of our soles, incorporating special designs, colours and graphics. The Fly London logo is always presented," says Monteiro.

"Fly London shoes must look good. They must look trendy. They must have the right colours, but they must also be comfortable."

"Colour is a big part of the Fly London story," says Kevin Bosco, vice-president of Bos & Co, the marketing agency representing Fly London in North America. "They never shy away from colour. Our hottest colours at retail are vibrant yellows, reds and blues."

"We are already working on our collection for Spring/Summer 2013 .. It's all about colour, colour, colour. Not just on the leather uppers, it's on the soles, the laces, the linings - all kinds of colour contrasts and combinations. It's a daring collection," says Monteiro.

Fly London has also launched an expanding collection of accessories, including must-have handbags, sunglasses and belts.

Saskatoon women have been quick to embrace Fly London style. The local demand for Fly London products led to the opening of a Fly London concept store-within-a-store one year ago at durand's fine footwear and accessories in downtown Saskatoon. It's the second only store of its kind in North America, notes Dean Bosco of Bos & Co. "Saskatoon women don't shy away from the latest fashion trends. With the city's recent growth, that's even more true. This has been a great market for Fly London," says Dean Bosco, vice-president of Bos & Co.

The owners of Fly London had the chance to experience Saskatonians' enthusiasm for their brand in person, when they flew into the city on April 13 for the Underground Fashion Show hosted by durand's and Paramount Boutique. FW

FLY BY DAY, FLY BY NIGHT

Fly London takes you around the clock in unmistakeable style, at durand's fine footwear and accessories. Model Michelle Riglin wears the Fly London Babs peep-toe pump in a briliant shade of blue. Beautifully sculpted, the exquisite shoe from Portugal features a romantic scalloped edge and ribbon detailing. It's sure to be a stunning addition to your spring wardrobe. All Michelle needs to complete her look are her elegant gold-tone cuff bracelet, earrings and necklace by Sugarlime, also from durand's fine footwear and accessories, located downtown at 255 Second Avenue South.