Chasing Your Fashion Fix during London Fashion Week

Previously reserved for industry insiders: namely buyers, editors and international press London Fashion Week has increasingly become more accessible to the general public. For those of you who have previously been denied access it’s good news:

A now prevalent trend of granting end-consumer access to shows started with, one of the biggest off-schedule shows during London Fashion Week, Fashions Finest and has now also been implemented on-schedule at London Fashion Week. Since its inception end-consumers were not only able to attend their shows but purchase from showcasing designers. The fashion industry is one that constantly changes. From the looks you see on the runway, to the outfits we witness on the street, no season is the same when it comes to fashion. Whether you are someone who purchses your accessories from companies such as jacobs the jeweller or spend thousands on that designer bag you have always dreamed of, it doesn’t matter when it comes to fashion. What does matter though is what you like. We all have our own taste and just because someone else doesn’t like it, this shouldn’t put you off from being yourself and expressing your personality through fashion. This is what fashion week is all about.

“There are rapid changes taking place driven by the local and global economy and digital landscape. Designers and fashion platforms are beginning to understand the importance of building a closer connection between their designs, the experience created on the catwalks and to when people are exploring the collections for themselves.” says fashion and lifestyle pr Melanie Jones, who counts Fashions Finest as her client.

“The industry is evolving to close this gap from story telling to taking the consumer on a journey. The storytelling and emotional connection to the brand can make the difference and are vital to becoming and remaining a profitable brand in a fiercely competitive industry” Melanie Jones continues,

“From shows, exhibitions, pop-up shops, live-streams, to ordering straight from the runway to live social media campaigns, multiple touch point are sought-out explored and maximised.”

Some of the must-see-events are London Fashion Week itself at The Store Studios, 180 Strand, WC2R 1EA.

For those looking for more avant-guard, less restrained and exciting designers the established off-schedule shows are were it’s at.

Fashions Finest, Grand Connaught Rooms Covent Garden (15th & 16th of September)

Fashion Scout, Freemasons Hall, Covent Garden

Ones To Watch, Freemasons Hall, Covent Garden

Merit Award, Freemasons Hall, Covent Garden

Britain’s Top Designer (February only), Grand Connaught Rooms Covent Garden

London Fashion Week Festival, The Store Studios, 180 Strand, WC2R 1EA.

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