Fashion Scoops: Matches Branches Out With Freda...De Castelbajac 's Youth Quake

Tom and Ruth Chapman, who own the Matches chain of boutiques in London, are getting ready to share the store’s own label line, Freda, with the world.

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YOUTH QUAKE: Jean-Charles de Castelbajac is hoping to capture the street-savvy teen market for spring with the launch of a diffusion line called JCDC. The line will include pieces such as T-shirts, skirts and jackets emblazoned with the designer’s signature kooky designs — one T-shirt features an image of Donald Duck, while a skirt is made from a fabric in a newspaper print. Prices for the line start at 60 euros, or $86, for a T-shirt and run to 230 euros, or $329, for a military style red-and-blue jacket with gold buttons. A spokeswoman for the designer said the line is unrelated to the collaboration de Castelbajac launched in 2007 with Lee Cooper denim, which she said has since ended. The collection will launch with a presentation held in London on Sept. 17, ahead of London Fashion Week, while a presentation in Paris will be held Sept. 23. And in a bid to find real-life hipsters rather than hired models to appear in the shows, the label has teamed up with Dazed and Confused magazine in London and Jalouse magazine in Paris to scout for unknowns, who can apply through the magazines’ Web sites for a chance to appear in the presentations.

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