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Sienna Miller's Twenty8Twelve Didn't Have a Fall 2011 Runway Show Because It Wasn't "Translating to Sales"

Sienna Miller's Twenty8Twelve Didn't Have a Fall 2011 Runway Show Because It Wasn't "Translating to Sales"

>> Twenty8Twelve was missing from the show calendar for the Fall 2011 season simply because Sienna and Savannah Miller decided to skip their usual runway show and instead hold private appointments. “We love doing shows, but because we’re not breaking the mold in what we do designwise, it’s not particularly translating to sales," Sienna explains. "And the more important thing for us is sales at the moment, especially in this economy.” Savannah recently told of the decision: "We wanted to focus on intimacy and building relationships. It's hard with a show and it can get quite theme-y. It's fun, but it ended up looking like a bit of a circus. Like, 'Crikey, who's going to wear that?!'" So where might those saved show funds go instead? “We’d love to do maybe five couture dresses a year — just to have access to those fabrics,” said Sienna. “[And] we’d love to open a store in New York. But frankly, we’re really comfortable with where the label’s got to now.” [WWD]

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