LFW for the People

Last night Cosmopolitan UK hosted their third annual #FashFest VIP show and party to celebrate the start of London Fashion Week.

In an attempt to bring the spirit of LFW to the masses, tickets #FashFest was open to members of the general public, as well as featuring celebrities from the world of TV, fashion and blogging.

Born out of a desire to connect would-be customers to the glamour and excitement of their shows, brands have been using social media in ever-increasing measures. Publication sponsored shows, such as #FashFest, go that one step further in providing an entry point for aspiring fashion bloggers and enthusiasts.

Upon entry, guests were treated to a variety of complimentary treatments from Barry M Cosmetics, Toni and Guy, Label.M, High Definition Beauty, and Beauty Boulevard.

Toni and Guy and Label.M

Then came the main event of the evening, the catwalk hosted by Emma Willis. London’s Billingsgate Market was transformed into a stylish runway, featuring a turning section in the middle of the room.

Contestants from the new series of Britain’s Next Top Model took to the runway wearing items from the Autumn/Winter 2016 collections at H&M, New Look, Next, M&S, Miss Selfridge, John Lewis, Boohoo and Pandora.

Britain’s Next Top Model contestants took to the runway.

Also announced that evening were the winners of Cosmopolitan’s #Fashfest Fashion Awards:

Best for Accessories — River Island

Best for Jewellery — Pandora

Best for Workwear — Next

Best for Online — Boohoo

Best for Denim — Levi’s

Best for Sportswear — Adidas

Best for all shapes — ASOS

Best for Footwear — Office

Best for Lingerie — M&S

Best for Evening Wear — Miss Selfridge

Best Collaboration — H&M X BALMAIN

Reader Voted Best All-Rounder — New Look.

Cosmo were excited to announce that everything presented was already available on the high street for their readers to purchase.

A similar point was made at Tommy Hilfiger’s #TommyNow show, at the beginning of New York Fashion Week. ‘It’s about delivering on the instant gratification that consumers are really seeking,’ explained chief marketing and brand officer Avery Baker, ‘closing that gap between the visibility of a fashion show and the moment of purchase.

Visit @thedesignlab on Instagram for more from #FashFest on our story!