London Fashion Week has been incredibly busy this September (13 -17). This is due to the announcement of the British Fashion Council to become the 1st global big, out of 4 to open its doors to the public. So from now on anyone, who wishes to see fashion art in life will be able to do so at least in London, where it is held twice a year in September and February. As well as inviting the public into the official LFW hub, the five-day event is extended to city-wide activations and events coordinated by the British Fashion Council in partnership with key retailers, cultural institutions, brands and partners to engage communities throughout the capital to get involved and capitalize on the success of this global event to reach new audiences. Moreover, the reasoning behind the new format according to BFC is to “increase engagement and reach new audiences for designer businesses, in response to ever-changing fashion landscape and the growing public interest towards London Fashion Week”.
The new mission is to embrace #PositiveFashion, which means to celebrate industries’ best practice and encourage future business decisions to create positive change. #PositiveFashion is led by three pillars: Sustainability, Equality and Diversity, Craftsmanship and Community. Therefore, LFW 2019 has invited designers not only to bring their brands and stories to life but also to showcase how products are made for a trade and public audience alike.“The aim is to inspire young people and make #LFW a cultural city-wide celebration that will introduce fashion to a wider pool of people who may not have previously engaged with it or understand the incredible careers and opportunities that the industry holds,” added the British Fashion Council.
Furthermore, the newcomers and connoisseurs like me have enjoyed creative installations, educational industry-led talk panels from the experts offering insights to the fashion industry, explored DiscoveryLab, an experiential space where fashion meets art, technology and music, and a brand new Designer Exhibition. LFW became a place, “where the creative work of progressive designers explores the most compelling stories around sustainability, community, and ethics” (British Fashion Council).
The public tickets price ranged from 135 pounds, allowing visitors access to a designer catwalk show, a positive fashion talk, as well as the DiscoveryLAB, Designer Exhibition, and a complimentary LFW tote bag to a 245 pounds for front-row seats.
Also new for September, the LFW schedule was available in the LetsBab app (that needed to be downloaded), allowing attendees to receive up to the minute schedule updates and show start times through notifications on the go. The provisional September schedule had Mark Fast opening proceedings and other key names, such as: Molly Goddard, Halpern, Roland Mouret, Osman, Victoria Beckham, who launched her new beauty line, Ashish, Wales Bonner, Roksanda, JW Anderson, Burberry, Richard Malone, Christopher Kane, Richard Quinn, Julien Macdonald and my beloved Aaadnevik and many more. The short video of the catwalk show of the Aadnevik couple who dresses the stars is available on my Instagram. The duo behind the label is husband and wife team Hila and Kristian Aadnevik. Their brand is synonymous with red carpet glamour as they have dressed iconic celebrities like Madonna, Beyonce, Kylie Minogue, Halle Berry to name a few.
I am happy that fashion events become larger; more technologically equipped targeting a new younger audience. Hopefully, there is much more to come and I will see you in February 2020! Be thankful, be happy, be you!
Thanks for reading me