Growing fashion firm Elevon to double workforce

Newcastle fashion company Elevon is aiming to become a leading showcasing outlet for the UK fashion industry

Harkness Photography Sophie Gradon models an outfit from Elevon founder Rita Roushdy's made to order collection
Sophie Gradon models an outfit from Elevon founder Rita Roushdy's made to order collection

A rapidly expanding North East fashion company that aims to promote new designers and fresh talent is set to double its workforce from 25 to 50 within 12 months in a bid to become the leading showcasing outlet for those in the UK fashion industry.

Elévon, based in Newcastle, was set up last year by Cairo-born fashion designer Rita Roushdy, 23, who fell in love with the region, having studied Fashion Product & Promotion at the University of Sunderland.

The company, which hosts sell-out events throughout the North East - including a recent 400-capacity show at Newcastle’s Civic Centre - has gone from strength to strength and has already set its sights on providing budding designers the chance to showcase their work on the national and international stage.

“I feel that the fashion culture is constantly growing within the North East,” Roushdy said.

“There are more and more new designers graduating from Northern based universities and the talent here has great potential. I just feel the need to show the whole world what those people are capable of achieving.

“Although Elévon is North East-based, designers from all around the world are welcome to apply to showcase. The more new designers people know about, the more options they have to buy amazing clothes in department stores and on the high street. Individualism and innovation are key concepts in Elévon World.”

Elévon, a name inspired by aerodynamics, started out life as a marketing tool for Roushdy’s own clothing label, allowing her to organise fashion shows to promote her own collection twice a year.

As she delved deeper, and the attendances for her shows began to grow, however, she became aware of the struggles emerging designers have in attracting interest in their work.

Elévon was therefore transformed into a platform to help them get noticed, increase brand awareness and drive their sales revenues.

The company, which already employs 25 people - including professional backstage, front of house and office teams - has a string of high profile shows already booked and throughout the next 12 months will tap into the national and international events market with a view to securing a position as a leading independent fashion events company.

Roushdy added: “Elévon is a platform for emerging designers to showcase their latest collection in front of hundreds of audience, journalists, bloggers, radio and TV press.

“Fashion driven people attend Elévon to learn about the upcoming trends, who is entering the industry and what their brand identity is.

“We want to expand, both nationally and internationally, and our ambition is to showcase our designers’ collections on the stages of the world’s great cities, each season, to maximise the partakers’ benefit of publicity and brand awareness.

“Elévon provides the perfect opportunity to expand a designers’ clothing brand.

“We are planning on organising lingerie only shows next and rest assured I have enough ideas and plans to expand this company to a whole new level very quickly.”


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