As you’re reading this I’ll be wearily heading into day three of London Fashion Week.
This is only my second season of attending shows, and I definitely feel a lot more comfortable with the hectic, fast-paced timetable of events than I did last season.
normal people hear I’m going to fashion week the most common question I get asked is this: What is the point of it?
It really got me thinking about why people don their best outfits and head down to London for a flurry of catwalks and presentations twice a year.
I thought some of you might like to know the true reasons behind London Fashion Week, so here’s my attempt to answer the above question.
At its very base level fashion week is for two groups of people: Buyers and Press.
Buyers attend LFW to see what designers have to offer for next season, and therefore make decisions on what items to stock their shops with based on what they think their clientele will like.
The buyer works as a middle man between the designer and the consumer, and attending catwalks gives them an up-close look at how each garment moves.
Now that a fair few designers also have their own shops to stock their designs in, selling to buyers isn’t the only important thing to get our of fashion week – they also need publicity for their designs.
This is where the press come in.
Editors view collections, book marking fashion and beauty trends to then feature in their magazines and newspapers.
They inform the consumer on what is trending and also give the designers some amazing publicity.
While featuring in a magazine can really help to raise awareness of a designer, having celebrities spotted in their front row and even in their designs can also have a huge impact.
This is where celebrities add another layer to LFW.
You’ll notice that designers will often dress them and have them in the front row.
Not only does having a celebrity wearing their designs make them more likely to sell but it also doubles the publicity from media outlets.
Not only are magazines and newspapers featuring collections but they’re also talking about who went to what show and who they were wearing.
Celebrities and magazines aren’t the only people who influence what we buy, bloggers have become a wonderful hybrid of the two.
This is where we come in!
Influential bloggers not only have ‘celebrity-status’ but also write their own content, making LFW a dream event for them.
We get great content out of going and designers get some extra publicity from being talked and blogged about.
Bloggers are still pushing their way into fashion week, but seeing the likes of Tanya Burr breaking into the FROW reassures me that we’re getting there.
Of course fashion week is predominantly about the buying and selling of collections, but there is a more artistic side to it that’s just about viewing and appreciating innovation and creativity.
Some collections at fashion week are a lot more like an art installation than your typical catwalk show – which I love!
The graduate collections tend to be less wearable and focus more on the complicated and original techniques used to create the clothes.
While it may not be everyone’s cup of tea, sometimes it’s great to view something a bit more quirky.
What’s clear is that LFW is a lot of things, while it’s mainly about giving a preview to the Buyers and Press, the celebrity and blogger sides to it make it a lot more fun to be a part of and the artistic collections provide a nice break from the more mainstream ones.