LFW has kicked off! It's the time of year where our inspiration is reignited and our awe for the innovative industry we're a part of is cemented. This season showcases the SS17 collection, plus with the new influx of 'see now, buy now' shows mean the buzz is even greater than previous years. We're taking you through our time at LFW step by step, so you get an honest picture of what it's like. Ready? Let's go.
Thursday 15th of September
10.00 am - 6:00 pm: We're holding a LFW pop-up lounge event over today and Friday. With a gif booth, manicure station, sample rails of clothes, nibbles and drinks, it's proving to be a success. Our team of models sure now how to draw a crowd, plus the 200 goodie bags we're offering don't hurt either.
6:00 pm - 8:00 pm: Members of the team head off to the Kingston Fashion MA graduate show, and sit FROW. Sirina says "the show was electric, combining ten different talents from various origins who are all heading in diverse directions! I see a promising future for these young designers".
7:00 pm: Quick change and we're off to the Stradivarius event in their Oxford Street store. We spot Caroline Flack in the DJ booth doing her thing, sporting a very cute 90s slip. The highlight for us is seeing Hailey Baldwin, she's even better in the flesh, which we didn't think was possible. Major girl crush alert!
8:00 pm: After a few cocktails, nibbles and grabbing a goodie bag, we head off for an early night to prepare for the madness of tomorrow (first official LFW day).
Friday 16th of September
10 am: It's the start of another day of our event, members of the team have set up and our running the pop-up, joined by the very attractive team of models again. We're all having far too much fun playing with the Gif booth and Pixter lenses!
11.45 am - 12.30 pm: I pop over to Ham Yard hotel with our CEO Nathalie for a quick interview and catch up with Christine Affelou (creator of private club B&C).
12.30: The Barrus show kicks off! But not before Sirina from our content team interviews Mark and Victoria from Made in Chelsea (stay tuned for this!).
1.30 pm: Three members of the team pop over to Marta Jakubowski, where they are inspired by how creative and artistic the presentation space and the pieces were. Editor Lily stated that "I was thrilled by the giant pink merry-go-round that housed eight or so models touting a collection created with structural emphasis. I found the actual exhibition of the collection distracted from the garments".
3:00 pm: After a quick coffee pit stop I head over to the Ryan Lo show. The best part for me was how eclectic the models were. Plus the psychedelic atmosphere juxtaposed perfectly with the feminine colour scheme and structures of the pieces.
4:00 pm: It's DAKS time! Our team spot Proudlock on the FROW and all swoon. Then they see the collection and swoon more. The DAKS woman for SS17 is cultured, sweet, sensual and elegant. Shopcade editor Lily loved how the show "combined signature DAKS checks and classic muted shades".
5.00 pm: PPQ SS17 is here and with a bang! A couple of the Shopcade team head on over to Great St. Bartholomew church which proves to be the perfect setting for the show. The church atmosphere, all dark and moodily lit, contrasted well with the 'La Fiesta' theme.
5.30 pm: The Ones To Watch begins, which is a collection of Fashion Scouts' "ones to watch" for SS17, the designers include Ana Ljubinkovic, Anissa Aida, Ester Kustisz and Billie Jacobina. The mixture of styles made for an exciting show, we particularly loved Ana Ljubinkovic's air stewardess inspired pieces, and Billie Jacobina's vibrant and playful designs.
6:00 pm: I head on over to Ashley Williams, which is one of the shows I've most been looking forward to this season, and I wasn't disappointed. Before the show even begins I spot Pixie Geldof, Alexa Chung and Susie Bubbles (who is wearing a fab pink fur coat). The show was a mixture of models permanently on the catwalk doing various activities, like taking photographs or looking in a mirror, and models striding down whilst weaving through the props and models acting. The diamond earrings in the design of sexuality symbols were my favourite detail. The Williams world never disappoints with their "radical ratchet realness made specifically for the steeziest".
6.30 pm: While I'm at the Ashely Williams show, our social media queen Sahar goes to the Paul Costelloe show! Which is floral, feminine and eclectic. There are jackets with structured details, off-set by dresses with exaggerated pleats and embellishments.
7:00 pm: Our Editor Lily attends the Rocky star show, which she said "had us anxious we'd miss Pam Hogg but its late start may have had more to do with the reality stars milling about getting papped (Yes, MORE MIC graduates looking for a spot in the Daily Mail. Plus Geordie Shore's Charlotte Crosby) than hardworking stylists, seamstresses, MUAs and the models backstage. The collection itself was well balanced; dark vs light, smooth vs coarse, embellished vs plain".
7.30 - 8.50 pm: The Pam Hogg show starts, an hour late, but definitely worth the wait. With Alice Dellal leading the parade of diverse models, the clothes are suitably wild and magnificent, with mesh detailing, bright colours and exaggerated silhouettes, the show was a brilliant way to end the first day of LFW.
See the images we snapped from LFW day 1 above...
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