Inside London Fashion Week
Backgrounder
London fashion week is a clothing trade show that takes place twice a year in London, in February and September. The most recent took place between the 13thand 17thof September displaying the SS20 collections of over 250 designers. Many people from the models, fashion designers and the rich and famous gathered to watch many shows over the 5 days. It is an immersive innovative experience which includes; Designer Catwalks, the discoveryLAB and creative installations. Example of some shows were the Riona Treacy, DB Berden, Harem and Shoptype.
The week breaks stereotypes and social norms by breaking the boundaries of what is spoken as ‘normal’ by showcasing unique designs. Buyers, editors and influencers will make up most of the audience at the shows, as these are the people whose job it is to know what designers have planned for next season and to help boost publicity or the brands. One influencer who came to the event Mehgan James says “it’s an event not to be missed.”.
Backstage at London Fashion Week was a very hectic environment. PR companies are constantly shouting over all the noise to try keep everyone on time and in place. On top of all of this you also then have the hair and make-up crew working fast to keep up with a short time scale but making art on the models faces with all the exclusive designs highlighted on their faces, this years’ London Fashion Week hair and makeup was sponsored by Toni and Guy, who provided all the products they needed. It is an experimental space where fashion meets art, music and technology.
There are so may little details that go into the making the week come to life that no one sees. The constant rehearsals hours before the runway actually takes place. Photographers back stage for hours and the immense amount of lighting that is put up around the stage that you wouldn’t even notice.
