Designers showing at Fashion East, the group show and incubator for new design talent in London, included Ashley Williams, Helen Lawrence and Louise Alsop.

Williams, with her charmingly witty creations, has clear commercial appeal. Her collection was upbeat and fun, featuring Wild West, Calamity Jane and prairie girl references in salable clothes for girls with a sense of humor. Highlights included a yellow sweater emblazoned with a Halloween-ish black kitten, worn with straight-leg jeans that had black kitties flock-printed on each knee, and another great pair of loose jeans appliquéd in back with a rainbow-hued cacophony of kindergarten shapes.

Fashion East newcomer Lawrence is known for her knitwear talents. Her lineup featured numbers with childlike, felt cutout shapes fastened to the body with clear PVC straps, the best of which was in gray and came with a matching mohair midi-length pencil skirt.

Alsop, also new to Fashion East, showed a tomboyish, grungy collection of sporty shapes in a palette of black, white and pale mint green. Two prints — one, of scrunched paper, the other of crowds at Eighties and Nineties gigs — came on androgynous separates like a boxy cotton T-shirt and matching Bermuda shorts, with a sheer organza panel hanging over the hips.

Alsop said she designs clothes for herself but, next time, she should consider a wider audience.

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