Danielle Scutt holds her own amongst rising London stars like Christopher Kane, Erdem Moralioglu, Gareth Pugh, Marios Schwab and Louise Goldin. Scutt has showed three well-regarded collections since completing the MA program at Central St. Martins—her first two supported by Fashion East, and for s/s ’08 she staged an independent show.

For a/w ’08, Scutt, unlike her contemporaries, opted out of doing a highly visible runway show, choosing instead to reach buyers and editors through more grassroots efforts. Here, she explains why…

JC Report: How did economics factor into your decision not to show a catwalk collection this season at London Fashion Week?

Danielle Scutt: I didn’t really think about economics. I made a decision based on what I felt was right for the business.

JCR: Did the chatter surrounding some international buyers skipping London this season affect you?

DS: I didn’t hear any chatter about international buyers skipping London, but I generally think sales are made in Paris anyway so that’s the most important place to be for selling.

JCR: What’s the alternative route to attracting press and buyers to your a/w ’08 collection?

DS: Producing some great visuals and circulating them.

JCR: For a young label without the financial muscle of the big brands, is there really a substitute for a catwalk presentation that can garner such far-reaching eyeballs?

DS: I’m already there.

JCR: In which countries do you sell your line?

DS: London, England.

JCR: Tell us about your a/w ’08 collection?

DS: Effortless style, relaxed, eclectic, strong and feminine, unpretentious and uncontrived.

This interview was conducted by Jason Campbell.