FENTON was created in 2006 by designer Dana Lorenz. After obtaining degrees as a painter from the University of Iowa and the School of the Art Institute, Dana entered the fashion industry, working for Gucci and Donna Karan. Jewelry design started as a personal endeavor, but her pieces quickly grew a cult following and a collaboration with menswear designer, Alexander Plokhov of Cloak for runway. Immediate press and retail attention followed, and with a story in American VOGUE about the launch, Fenton was soon carried at the top retailers worldwide.
The FENTON aesthetic inspires fantasy, and is always derived from a strong pop culture reference and point of view. Rope, crystals, chains and pearls find themselves wrapped, twisted and bound together in a unique assemblage signature to the brand. Dana has collaborated with ready-to-wear designers such as Proenza Schouler and Thakoon for runway, and occasionally does limited edition capsule collections for retailers such as Opening Ceremony and J. Crew. During NY Fashion Week in September 2009, the first FENTON flagship opened in Freeman Alley on the Lower East Side in NYC. The space carries FENTON and Dana's lower priced FALLON collection, and special limited edition pieces she designs for celebrities and stylists. There is also a tightly edited vintage clothing collection of 80s-early 90s vintage that Dana curates herself. Dana has been recognized by Italian VOGUE as one of their "New Talents" featured in the magazine and at Milan Fashion Week and was recently nominated for the 2010 CFDA Swarovski Accessory Designer of the Year Award.
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