How to win at LFW

I’ve been doing London Fashion Week for four years now and along the way there have been highs and lows – I can’t honestly say I feel like I’ve cracked it yet but there are a few things I’ve picked up along the way and, after chatting with so many of you on social media, I wanted to share a few tips, honest thoughts and highlights from the week…

DO IT WITH FRIENDS.  As a blogger, LFW is as much about the networking, the brands and the events as it is about the shows.  If you have blogger friends travelling to the city, pair up, if you have friends in the city, catch up, and if you are fortunate enough to be invited to a lounge, go there.  The team at The Apartment honestly take such good care of me, feeding and watering me, dressing me (with that gorgeous Aspinal bag for the SS17 presentation and those Emu boots on the day the rain was bouncing off the streets), taking the weight off my feet in the lounge area, beautifying me in the make up station (hello Collection Cosmetics – that lip creme FYI is amazing and super cheap), offering work stations for uploading content, photographing me (thanks Comb)…

STAY HEALTHY.  And that means hydrated and fed.  Whenever I travel I make such a huge effort to drink as much water, fresh juice and healthy food as possible and fashion week is no exception.  London is like a black hole where time disappears (unlike Glasgow where east end to west end is a ten minute cab ride) so it is essential to carry emergency supplies with you – I can’t tell you how many times lunch has been the appointment that gets axed from the schedule…

I keep a stock of Naked bars, Pip & Nut squeeze packs and my Brita Fill & Go Vital – we use nearly 7.7 billion single use plastic water bottles every year in the UK and this bottle is a smart way to drink tap water instead of bottled, reducing plastic pollution, filtering to reduce impurities and improve the taste in a totally sustainable way.  It holds a healthy 600ml of water so saw me through a good chunk of the day and was super easy to fill up on the go.

GET THE INVITES.  But let’s not forget the actual shows.  First of all, you’re going to need to apply…  Yep, that’s right, it’s not that likely the big tickets are just going to fall through your letter box.  You can register with the BFC or, as I do, just keep an eye on the schedules and download the ‘Ticket Requests for Press’ spreadsheet.  This is basically your bible, offering you on a plate each and every PR contact for the shows.  So you write to them and ask nicely for a ticket.  I’ve spent hours crafting personal requests, including media packs and notes on the designer… and I’ve sent very short emails simply noting my request for a ticket.  And honestly the outcome hasn’t been much different for me with either approach.  Just be sure to include your name, position and mailing address.  Follow up the day before and now and again you’ll get a last minute invite, leverage any relationships you’ve built with PR’s throughout the year, connections are key.  I only apply for the show I genuinely want to see and cover and was lucky enough this season to receive invites to some of my favourites…

Bora Aksu is literally the dream ticket for me and the show was an absolute delight of lace and frills and romance in the most beautiful setting.

We saw the launch of the new Jigsaw A Line collection at the gorgeous Bluebird, this teddy coat absolutely stole my heart…

Matching harlequin dress and bag pairings were the star of the show for me at Jasper Conran, always so sophisticated and simple.

And at Antonio Berardi…  can we talk about those big sleeves and fringed mane pants for a moment?  Divine.

Aspinal of London win the prize for the sweetest, quirkiest of presentations – Peggy Porschen cakes, pink phonebox photobooth, and pastel street with a new season design peeking through every window.  And that flower arch corridor…  such a treat.

ENJOY YOURSELF.  I mean really, come on, that’s the most important thing is it not?

With thanks to Brita for supporting this post.

Images by Kris Atomic and Derek Bremner for Comb.