December 12, 2024
Chicago 12, Melborne City, USA
Dear Diary

Confessions of a Fashion Week First Timer

In case you didn’t already know, this was my first season with a Press Pass at London Fashion Week. Lack of organisation, lack of confidence and a lack of belief that I would get approved for a pass in the first place meant that in the end I decided to attend just the Saturday with the intention of checking out the exhibition, soaking up the atmosphere, and generally getting a feel for what London Fashion Week means without completely killing myself.

This meant I had to turn down a couple of invitations, for other days, but some last minute emails and a bit of begging and borrowing from Reena at Fashion Daydreams meant I bagged an invite to the Louise Gray and Cooperative Designs presentation and the Bryce D’anice Aime catwalk show at Fashion Scout.

I was hellish nervous beforehand. To be honest I’m probably that kind of person anyway, but London Fashion Week (or any Fashion Week) has a gloss of glamour and in crowd, air kissy, bitchy girl judgement about it which had me in a heightened state of awareness about everything I put on that morning. Not wanting to stand out too much (I’m such a wallflower) I stuck to black tights and jacket with a short black and beige silk dress.

251

Arriving at Somerset House alone to pick up my Press Pass and get to the Louise Gray presentation I felt 2 things:

  • Fear – I had NO CLUE where I was going, there were signs and maps, but they meant nothing to me
  • Excitement – The atmosphere really was amazing.

Suffice to say I managed to find “Registration and Fast Trak” at the back of the Courtyard behind the Catwalk Space and swapped my print out email for an exciting press pass to wear round my neck

233

Essentially Fashion Week is a huge trade show. Two years ago I somehow ended up at the National House Builders Exhibition in Birmingham (don’t ask) and I spent the day walking round stands while PR reps attempted to give me leaflets, mouse mats, mugs and keyrings. Fashion Week is basically the same, but with less mouse mats and mugs (shame)

Focus is often on the Catwalk shows, with their glamour, mystique and front row celebrity, but there is A LOT more to see, even if you’re a blogger or buyer with a focus on more affordable fashion this is definitely a place to find out about labels and designers you might otherwise miss.

So, as a Fashion Week First Timer these are the tips that I will take forward with me next season:

    • Wear flat shoes

There are 2 types of people at London Fashion Week. The ones that want to take photos and the ones that want their photo taken. If you are one of the former then no one gives a crap what you look like except you, so you might as well be comfortable. If you must wear heels then at least take flats with you so that when you are stood at the front of a queue for a show that is running 45 minutes late and the clipboard Nazis are running up and down ushering more important people straight to the front of the line you won’t be tempted to cry/sit on the floor/kill them with your stylishly spiky heels.

    • Take a big bag

If you are a blogger there is a lot of potentially useful information you can collect and you’ll need a bag to put it in. Look Books, Press Packs, copies of Drapers, free chocolate (thanks Oxfam) they’re all big and heavy and need somewhere to live. They did give you a LFW Tote Bag when you registered, except I somehow missed out as I went to Fast Trak and to start with everything was in my handbag (my Lulu Guinness City Tote, why not try and win your own ;o) ). I did grab a tote later on, which brings me to my next tip.

    • Ask for help

There are people dressed in black, generally hovering around the info signs. They are wearing big badges that say “HELP” (or something like that). Oddly enough they are there to help and when you ask them a question what they do NOT do is fix you with a withering stare like you don’t belong. They tell you what you need to know, and then they smile. Weird.

    • Take plenty of Business Cards

Seriously, I took about 10 (I mean, who gives a crap about me?) and I’d run out by lunch time. The PRs on the exhibition stands are there to make contacts just as much as you are, and they want your details, make sure you have them to give.

    • Look at the Exhibition

Like I said, the Catwalks have the glamour, but not only is the exhibition stuffed with useful new discoveries, but each stand tends to be manned by PR people, and they don’t only represent one client. Making contacts here, even if that specific stand isn’t of massive relevance to you, could really benefit you in the future.

    • Be yourself

Some people are arses who will demonstrate not the slightest bit of interest in discussing their product or design with you. Some of them are lovely, friendly, open people who want to chat with you about life, let you admire their shoes, try on their hats and form useful business relationships. Don’t try and impress the first kind, they’re not worth it, they’ve already read your badge and decided you’re not important enough to talk to. Their loss.

    • Don’t buy lunch at Somerset House

This salad cost Ā£5.25 (Yes, I’m a Blogger, I’m allowed to photograph my lunch). There are cheaper and yummier places round the corner.

268

13 Comments

  • Lauren September 22, 2009

    Oh I am so envious, I wanted to go to Fashion Week but kind of wasn’t brave enough. I shall learn from my mistakes next year!

    Thaks for the tips!
    .-= Lauren´s last blog ..Puff Pastry Parcel =-.

  • Retro Chick September 22, 2009

    Brave, pfft.

    I wasn’t brave enough to email anyone for show invites. Next time I shall email everyone and when they tell me NO I shall say “oh, well”

  • Veiled Rebel September 22, 2009

    You made me laugh out loud…brilliantly written šŸ™‚

    Thanks

  • Fi September 22, 2009

    Love it. Can we start calling you a fashionista?

  • The Style PA September 22, 2009

    Fab post. I was just like you, a bit of a newbie so I kept it simple and just went to a couple of things. I plan on being far more organised next season.Oh, and you’ve reminded me… I need more business cards.
    .-= The Style PA´s last blog ..FASHION – Live Streaming Burberry Prorsum at LFW =-.

  • Michelle September 23, 2009

    I loved your tips – to me, LFW sounds like more fun than NYFW…a little bit more my style. But that’s even more of a stretch for me! We’ll see, maybe someday.
    .-= Michelle´s last blog ..Marvelous Monday! =-.

  • Costume Jewels September 23, 2009

    What a great post- so funny!! And if i ever make it to LFW i will print of this post and use it as my how-to-guide he he!

  • wholesale coach purses September 24, 2009

    In my opinion,fashion Week is very
    significant !!! I can learn more from this article.

  • Lisa M. Barr September 27, 2009

    My dear girl, very well said. I actually laughed a great deal while reading your entry because itā€™s sooo true. When I asked a friend of mine who is a model what to wear (she said to me with love of course) ā€œit doesnā€™t matter what you wear, because someone will inevitable be better dressed than you are, so be comfortable.ā€ How right she was. The first day however I looked lovely as it was my first day in the tent and ā€˜Annaā€™ and I were attending some of the same designers (I think I wanted to look nice just on the off, off, off-chance she ā€˜noticed meā€™). By the end of the day (carrying around the leaflets, WWD, business cards I collected, my own notebook) running between the tent and other fashion locations my feet hurt, my arms ached, and I was totally exhausted. I then had to come home and write about that days events with photos! The second day, FLATS and as we say in America, I was a happy camper!

    I absolutely agree with this article and especially if you ever wanted to be apart of Fashion week. Have plenty of business cards as you never know where the next job may come from. Be nice and donā€™t pretend to be more than you are ā€“ writers and those senior people in the industry can smell it 2miles away. Get to know the fashion bloggers as they are the future of media. If you say ā€œIā€™ll email youā€ then do it, even if itā€™s a short note to say ā€˜nice to have met youā€™. Finally, your name is your brandā€¦if you mess up once you will be remembered forever. What does that mean? The fashion industry, no matter how vast it seems is really pretty small. What you do today, what you print today, who you help today, who you step on/over/knock down todayā€¦will be remembered tomorrow.

    Gemma ā€“ EXCELLENT article and hope to see you in NY in the spring!

  • Nicky Branagh September 28, 2009

    Hi Gemma,

    Brilliant post! I hope you enjoyed your first LFW experience. Got to admit – it was only my second time and I felt much the same as you – fear mixed with excitement… It’s always comforting to know you’re not the only one!

    Oh, and I also agree that the Lulu City Tote was a very handy freebie as I missed out on the LFW canvas bag!

    Nicky x

  • Ruth September 29, 2009

    is that feta or tuna in the salad?

  • Emily January 7, 2010

    OMG – I don’t know how I’ve missed this before!! I want to go! How did you go about getting the Press Pass?! I think I would be sooo nervous if I got one but it would be such a good experience! xx
    .-= Emily´s last blog ..New Boots!!!!!! =-.

  • Alison August 2, 2010

    I’ll be going to LFW for the first time in September and am going to be taking business cards with me, but I’m not really sure what to put on them. I currently have business cards for my graphic design / illustration freelancing, but I am about to start an MFA in Fashion with the intention of moving to a career in fashion design. I’m not sure I want to market myself as a graphic designer! What do you suggest?

Comments are closed.