Evmorfia is an innovative new luxury womenswear label launching in London for autumn/winter 2011. The label was created by Evmorfia Bethanis, a young designer who was born in Canada and raised in Athens, before studying Fashion Design at Central Saint Martin's and going on to work in various fashion houses including Alexander McQueen.

The debut collection will be available for buyer's appointments from the Felicities Showroom from the end of January.