Love Island stars step out for glam launch event for British fashion brand that Kyle Walker was due to attend

LOVE Island stars led the glam last night at a launch party for a British fashion brand that Kyle Walker was due to attend.

The stars braved the chilly Manchester evening to show their support for the latest store opening in the city centre.

A whole host of celebrities and sports stars were at the big launch to cheer on brothers Michael and George Heaton who are behind the fashion brand, Represent.

On hand to add a touch of glam to the evening were Love Island stars like Grace Jackson, Mary Bedford and Leah Taylor.

A whole host of sports stars also headed to the store to celebrate its opening, including Conor Benn.

Footballer Kyle Walker was due to attend the big event, but was a no show.

Represent - which is  due to turn over £100m by end of year - was founded in 2012 whilst George was studying at university.

The brand now has 150 stockists worldwide including Selfridges and Harvey Nichols in the UK.

Over recent years, the brand exploded, and now has its own flagship store.

The brothers began the brand on the basis of making their own clothes that they would wear with luxurious fabrics but at an affordable price point.

George printed t-shirts to show off their designs as part of a college project.

The brothers then became promoting their clothing on Instagram and began to build up a following with celebrities including Justin Bieber who were beginning to wear their brand.

It was during the Covid-19 lockdown that the brand exploded with online orders.

George stated: "We were such a small brand then, but we decided to start launching consistent products.

"Everyone was at home looking at their phones and so we were doing that every week, and we got this huge snowball of customers when a lot of brands just couldn't do that consistently.

"It made a new way of thinking for us and how we could run the business. Last year we turned over a record figure for us, and we aim to keep growing from here."

Previously speaking to the Manchester Evening News, he added: "I was 18 when we started this, it has been going a long time but we've kept our customers from day one.

"We've always had that mindset to always be better, we nail it, and then we will always have bigger ambitions - the bigger you get the more you want.

"I think it's because we are so authentic as brothers and designers , everything we do is for the brand.

"The people who love the brand are like us too, and they're so into what we do.

Represent have also had a collaboration with Motley Crue and plan to launch home and beauty products in the future.

George previously stated he was particularly proud of the brand's hit Terrier sneaker which has sold out multiple times.

He said: “As a creative, demand for your design is really humbling.

"Without doubt, it is the best feeling you can get.

“The biggest lesson I’ve learnt has to be the importance of patience, and the importance of trial and error.

"Everything is a process, and every process tells a story.

"Each garment requires many hours to design, create and adjust before coming to life as a final piece.”