• Let me get you up to date on where the Fashion Industry is at right now…

    As London Fashion Week approaches, I am truly excited to see what designers will bring to catwalk in February. Right now the move of the fashion industry is one of great change and excitement!

    In the last year we have seen the “see now, buy now” experiment take place at Fashion Weeks all over the world. Brands such as Burberry, Tom Ford, J.W.Anderson, and many more hosted their first shoppable catwalk shows, allowing the consumer to buy the collections immediately in store after their first appearance on the runways. This excitement of being able to get the latest fashion instantly has generated a lot of interest, press and of course a rise in sales.

    We are also seeing the introduction of “Co-Ed” catwalks, with designers such as Paul Smith, KTZ, Teatum Jones, Julien Macdonald, to name a few, who are now choosing both men and women to share the catwalks at Fashion Weeks​ to show both their menswear and womenswear collections in one. While London may not have all the glitz and glamour of Paris, Milan or New York, it is certainly making the most of its experimental reputation as a creative city.

    So where will London Fashion Week be held this year…

    London Fashion Week (LFW) used to be held at the iconic Somerset House, but with a strong need for a change in chemistry, the British Fashion Council (BFC) moved LFW to Brewer Street Car Park in the heart of Soho for several seasons. Soho is one of the most creative and inventive hubs in London, so this move was well suited to the trendy fashion world. However this season, London Fashion Week, 17th – 21st February 2017, will make home at 180 The Strand, an archetypal building in the heart of London and curated by The Vinyl Factory, this new trendy space hosted the Louis Vuitton Series 3 experiential exhibition as well as London Fashion Week Mens and various other creative exhibits and events. 180 The Strand is uniting art, music, food, fashion, broadcasting and work together, to make one hell of a name for itself!

    Now we know where, let’s find out who…

    The BFC reserve a limited space in the Designer Showrooms for emerging designers which have been in business for less than three years, as well as being the main host of catwalk shows at the BFC Show Space and designer presentations. To grace the catwalks and presentation spaces this season we have –

    Teatum Jones / FYODAR GOLAN / Marta Jakubowski / Eudon Choi / Stevantai / Bora Aksu / HAIZHENWANG / DAKS / Roberta Einer / Ashley Williams / Paul Costelloe / PPQ / Sadie Williams / Le Kilt / Central Saint Martins MA (m/w) / Paula Knorr / Royal LO / Fashion East / Faustine Steinmetz / Jasper Conran / Edeline Lee / Julien Macdonald (m/w) / Markus Lupfer / Molly Goddard / Astley Clarke / Ports 1961 / Alice Archer / J.W.Anderson / Palmer//harding / Emilia Wickstead / One to Watch: Halpern / House of Holland / Gareth Pugh / Versus / Margaret Howell (m/w) / Anya Hindmarch / ROBERTS | WOOD / Preen by Thornton Bregazzi / Malone Souliers / Roland Mouret / Manuel Facchini / TOGA / A.W.A.K.E / TOPSHOP UNIQUE / Natasha Zinko / Peter Pilotto / Mulberry / Mm6 Maison Margiela / David Koma / Phoebe English / Temperley London / Mary Katrantzou / Charlotte Olympia / Antonio Beradi / Roksanda / ERDEM / Pringle of Scotland / Sophia Webster / Aspinal of London / Sharon Wauchob / Shrimps / Huishan Zhang / Christopher Kane / OSMAN / Joseph / Ashish / Burberry (m/w) / Amanda Wakeley / Isa Arfen / J. JS Lee / DORATEYMUR / Marques’Almeida / Toogood (m/w) / Tata Naka / Emilio de la Morena / Xiao Li

    So as you can see LFW is 5 days full of wildly amazing designers! Some you would or wouldn’t heard of, but ALL that you should check out! These shows attract some big celebrities too, so keep your eyes peeled for who is sitting in the FROW (front row)!

    I personally cannot wait to see what LFW brings to London this February. Of course I will keep you all updated on The Assistant Room social channels.

    That’s all for now!

    Alex x

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