Zoe Bing reveals the London W11 Cashmere Collection, the Capital’s best-kept fashion secret

Did you know it takes four goats to make one cashmere jumper? No, I guessed not. Well, I’ve got an even more precious secret to tell you. If you want the absolute best cashmere (and we’re talking bunny soft, meltingly divine, can’t stop stroking it, cashmere) then you need eight goats. Yes eight. Haven’t got the room? Well, don’t panic because I know where you can get it, with sophisticated styling and mouth-wateringly reasonable prices. Got your goat? Read on.

Eva-Maria Khan has twenty-five years’ experience in the fashion industry many of them working with the world’s top fashion houses such as Dior, Prada, Calvin Klein, Helmut Lang and Jean Paul Gaultier. Ten years ago Eva-Maria moved exclusively into cashmere, setting up a wholesale business. Now, after spotting a gap in the market for well-priced top quality cashmere goods, Khan has used her talent and expertise to launch her own label.

Selling exclusively online, the London W11 Collection is named after the vibrant and exclusive Notting Hill area of London where Eva-Maria lives. Taking inspiration from the core items that make up the wardrobe of many female working professionals similar to that of herself and her friends, she created a range which has the quality to last and the beauty and good design to help you stand out from the crowd.

With her experience of working internationally in fashion and business capitals such as Paris, Milan, Hong Kong and Munich, Eva-Maria knows the business inside out from buying to wholesaling and product development.

“Selling online makes London W11 more accessible to women on an international scale. With customers who travel and live all over the world, it is vital that they have somewhere they can return each season to buy quality, beautiful products that can stand the test of time. I am a firm believer in cost per wear, producing a range that I hope is both timeless and a simple solution to dressing,”

Eva- Maria has used her contacts to find partners in Italy and Scotland who have a long heritage in making the finest cashmere possible.

“These people have the best skills when it comes to working with a product as special as cashmere. They understand how to make the best of it, how to bring out the outstanding beauty of a wonderful yarn.”

Having initially started as a wholesale business, London W11 was initially a whisper on the lips of ladies who know. Since last October, however, the brand has launched its own website and is attracting customers from all over the globe.

“I think it’s one of the most rewarding things I have ever done, says Eva-Maria. The reaction has been tremendous and, believe me, I have only started! There’s more, much more to come.”

The autumn/winter collection offers a full range of cashmere pieces from sweaters, polo necks, ponchos and jackets to specialist loungewear pieces including joggers, shorts and cashmere robes. With sophisticated background colours, the detailing is key to the brand’s identity with silk trims and velvet edging. Coats and cardigans feature unique mother of pearl buttons engraved with the logo. And caring for each piece couldn’t be easier as they can all be machine washed on a wool setting. Complementing cashmere scarves with exclusive prints, add a flash of bright autumnal colours.

Prices start a £115 for scarves, £210 for cashmere jumpers and up to £465 for the knitted cashmere coats.

I’m willing to bet there are no goats currently living in W11 at the moment, but if there are, I’m sure they’d approve.

London W11 – Where and How?

For more information on London W11, visit www.londonw11.com, or call 02031 377274.