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Ted Baker Debuts Short Film

The British label took over the Everyman boutique cinema on London’s Baker Street Thursday night to screen “Take the Lead.”

TED BAKER ON SCREEN: The British label Ted Baker took over the Everyman boutique cinema on London’s Baker Street Thursday night, to debut a short film called “Take the Lead” to showcase its fall 2014 collection. The film spotlights a couple dancing through a number of surreal scenes in a grand residence, all while wearing the label’s fall collection. The season’s lineup includes women’s designs such as structured silk dresses in jewel-toned floral prints; tailored pant-suits and lace and chiffon cocktail dresses with jeweled collars. Men’s looks, meanwhile, number sharp suits in windowpane check through to floral print shirts and a midnight blue Tuxedo suit. After the screening, Ray Kelvin, Ted Baker’s chief executive, described the label as “about being a little bit edgy without taking it too far.” And he noted that the label’s men’s wear is “absolutely flying at the moment… we’re managing to get guys to go out and buy something with product that’s innovative but very easy to wear,” he said. Kelvin also said that the label has this week opened a store in Philadelphia’s King of Prussia mall, adding to U.S. stores in cities including New York, San Francisco, Boston and Chicago.

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