A guide to LONDON FASHION WEEK
September equals Fashion Week and, although synonymous with glamour and exclusivity, there are many ways that non-insiders can be a part of it too.
When referring to fashion in the context of the four main capitals: New York, Paris, Milan and London, it’s the latter that has often been identified as the alternative, younger sibling. London joined the schedule in 1984 when punk and club style was in full audacious flow and John Galliano, Betty Jackson and Zandra Rhodes were on the schedule, reflecting the whimsicality and DIY attitude of the city’s youthfulness. Since then, experimental creativity and close ties with the music and art scenes have continued to be a defining feature of London Fashion Week with design schools such as Central Saint Martins propelling the emphasis on the new. While fashion weeks are now arguably changing, with designers opting out of scheduling and finding alternative ways to present or rejecting seasons altogether, there’s still a collective buzz that gathers during February and September each year.
Access to shows can be a challenge. Without insider access and if you’re not representing a publication or company, or a blogger with a proven large following, requesting a pass usually results in
silence. There are, however, plenty of other ways to be involved, most of which are possibly more exciting due to the lesser coverage surrounding it.
FASHION SCOUT
Fashion Scout is an established off-schedule event showcasing fresh talent. Having been going for more than 10 years, it’s helped launch the careers of designers such as: Peter Pilotto, Pam Hogg, Craig Lawrence and Phoebe English, while continuously providing a platform for new local and international designers. Invitations are easier to get a hold of because the designers aren’t as established so positive interest is wholly welcomed. They can be obtained through contacting PRs either at Fashion Scout, agencies such as Pop or via individual designers presenting. Fashion Scout’s location is the Freemasons’ Hall, a grand building not far from the cobbled streets of Covent Garden, and is active throughout the whole of Fashion Week. It’s the perfect option for discovering and reporting on collections from a perspective that isn’t centred on the main schedule.
14 FOCUS The Magazine September/October 2018
www.focus-info.org
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