By  on March 7, 2013

MILAN — OVS is gearing up to launch F4YG, #Fashion for Young Generation, a project supporting young fashion designers.

The Italian mass-market retailer, which is under the Coin Group umbrella, has teamed up with both a series of international fashion schools and prestigious designers to select a number of talents, who will realize a capsule collection for OVS.

“Young people are sometimes said to have no energy and no ambition, but we completely disagree with this opinion,” OVS general manager Francesco Sama told WWD. “On the contrary, they are extremely talented, they do their best to succeed in what they do, so we think that a company like OVS can offer them an important stage to showcase their creations and get a real feedback from customers.”

Tracey Wong, a 26-year-old graduate of London’s Central Saint Martins, has been selected by OVS and her tutor Matthew Williamson to design the first F4YG capsule collection, which will hit 100 OVS stores across Italy on April 20.

“I’m pleased to support OVS on this great initiative. I understand how tough it can be to break into the fashion world as a young designer, and innovative projects such as F4YG provide a platform to nurture and elevate young talent,” said Williamson. “The pieces are designed to reflect an aesthetic that is both young and playful but contemporary in detail, cut and placement of print,” said Wong.

The collection, which includes 19 pieces with an average price of about 30 euros, or $39 at current exchange, will also be available online at

“The launch of this project will also mark the debut of our first e-store, and we think it’s fundamental to open all the communication channels with our customers,” Sama said.

To support the F4YG initiative, during the first week of April, OVS will unveil an advertising campaign that was photographed at London’s Central Saint Martins headquarters.

The second chapter of the project, which will be focused on Italy, will debut in the fall.

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