The invitations are being sent out, the outfits being planned, the parties organised and the catwalk shows produced as speak. 3, 2, 1 it’s almost here. GO AHEAD LONDON!
As soon as New York finishes today with the big hitters, Ralph Lauren and Calvin Klein, the fashion troop move to London for five days of non-stop, on schedule shows and presentations as well as those off-schedule shows from Vauxhall Fashion Scout. London has more than shown its ability to be challenging, creative, witty and innovative with our big names often moving to Paris and Milan appointments (like Stella McCartney, John Galliano, Alexander McQueen, Christopher Kane, Giles). Like kids over-excited for Christmas that comes not once but twice a year in fashion world, London Fashion Week still holds so much promise. Mary Katrantzou, Simone Rocha, Jonathan Saunders, Burberry, Giles and Christopher Kane are all hot tickets.
But it’s not only the fashion insiders roaming around Somerset House who can become involved and take part in London Fashion week. Chairman of the British Fashion Council and Netaporter guru, Natalie Massenet, is urging London and the rest of the country to get behind LFW and celebrate the capital and the billions of pounds British fashion brings in, in revenue each year. She is urging people to get involved and celebrate online on Facebook, Instagram & Twitter. Picture and Instagram/Tweet what you’re wearing with the #LFW and #Instabooth hashtags. Also link to @LondonFashionWk and @BFC.
There will be an on-site social media wall that will bring together the largest crowd-sourced insight into London Fashion Week, featuring Fashion Week images from Instagram, Twitter and Facebook. Positioned in the BFC Courtyard Show Space, the wall will create a visual insight into the whole London Fashion Week experience from catwalk looks, front row and backstage insights, celebrity sightings, events and street style. (At this point I worry about my lack of planned outfits).
The Instabooth hopes to capture London’s internationally-renowned “street style”. This season, the BFC has partnered with Instagram to share the best looks from the Somerset House Courtyard over London Fashion Week. The “InstaBooth” will be on-site all week long, giving visitors the chance to photograph themselves in their look of the day, print images as souvenirs, and share their favourites on Facebook. The InstaBooth is open to the general public, and the BFC will post highlights to the official London Fashion Week Instagram account and Facebook page using the hashtags #LFW and #InstaBooth.
For fashion geeks who can’t miss a show there’s livestreaming (a Godsend!). For the first time this September, the BFC will live stream multiple catwalk shows directly to its Twitter feed. Christopher Raeburn, Sister by Sibling and Simone Rocha’s catwalk shows will be broadcast to an online audience of over 420,000 followers, the first time multiple shows have ever been live streamed on Twitter. The BFC will once again be live streaming to www.londonfashionweek.co.uk/live and shows from the BFC Courtyard Show Space will be streamed on the British Fashion TV YouTube channel. In total 29 shows will be live streamed, including 18 from the BFC Courtyard Show Space at Somerset House and eight shows from the Topshop venue, in addition to shows outside the official show venues including Burberry, Mulberry and Paul Smith.
Open to the public at Somerset House is The Shop. A pop-up shop celebrating British contemporary fashion at London Fashion Week that launches on Friday 13th September. Selling AW13 ready-to-wear, accessories and shoes by brands including Markus Lupfer, Bella Freud, Sophia Webster, Prism, DJ by Dominic Jones, Zoe Jordan, Lulu & Co. and House of Holland. In addition to selling the latest products, a series of pop-up events will take place including flash sales, musical performances, readings, interviews and guest appearances, all of which will be promoted on social media over the course of the week with the hashtag #TheShop. The Shop will be open over both London Fashion Week and Vodafone London Fashion Weekend, 13 – 22 September.
And, there’s more of London Fashion Week on Social Media. Twitter Q&A sessions will be more dynamic than ever before. Followers can pose their questions using #AskLFW to guest tweeters from the industry, who will then respond via a six-second video clip on Vine. Every day a designer, model, make-up artist, stylist or celebrity will also take over the BFC Instagram account. #DayInTheLife will give followers on Instagram a unique insight into the fashion insiders’ experiences from the shows.
Out and about in London, there’s September’s Fashion Showcase where over fifteen of the most internationally recognisable fashion flagships on Oxford Street will host an array of high octane fashion moments in celebration of London Fashion Week. Retailers including Selfridges, Topshop, River Island, John Lewis and House of Fraser will provide shoppers with a range of exclusive experiences and insider insights into the world of national and international fashion.
It’s all out there people. Get involved and catch the energy that LFW generates. We may be about to see Spring/Summer’14 in the midst of a rainy September but that’s what we live for on Planet Fashion. Look out for hundreds of people clad in black, wearing sunglasses and already sporting Spring/Summer trends in the midst of a looming Winter. That’s fashion. Would you expect anything else?