Sunday, 14 September 2014

London Fashion Week Day 2 #LFW

Coat - Topman, Shirt - J W Anderson, Trousers - Sparks, Clutch - Topman, Shoes - Topman, Belt - Topshop

So I have to apologize, my LFW blog posts are now a day behind, but yesterday was a MAJORLY hectic fashion week day for me! If you went down to Somerset House yesterday you would have been in for a big surprise - because I wasn't there! I had the privilege of working on the Joseph Spring/Summer 15 fashion show - and it was an absolute BLAST! I got to the venue about 12 o'clock to help with the set up for the show. The venue was the gorgeous Farmiloe building on St. John Street. Once upon a time, the building was the head quarters of George Farmiloe and Sons - a lead a glass merchants, and has many of the original features still intact. It amazes me that this building is still intact in central London and hasn't been turned into offices or flats (and I'm so glad that it hasn't). I helped to fill the room with the white benches that were needed for the show and then got to work applying the Joseph signature black stripes to the seating. It actually all felt surprisingly calm before the show (the calm before the storm maybe), and before long it was time for the show to begin. The room filled with all the invited guests - including Olivia Palermo who I was standing right behind for the show - I would have got a snap of her but I thought it was a bit unprofessional as I was working at the time.

The show itself was PHENOMENAL. I loved every single look! Even pieces that I was skeptical about when I saw them before the show looked flawless on the catwalk when styled up. The collection was a clash of Geisha meets Scally - the contrast of something fragile and feminine with something tough and masculine. Silhouettes were oversized and volume was key throughout the whole collection. I really loved......well everything! The sheer silk organza pieces were beyond stunning. The knitwear was perfection, and tied in perfectly with the prints - which were infact photographic images of the knitwear printed onto silk. Sandwashed parachute silk draped beautifully and leather was structured yet softened by the addition of organza panels. The styling was so on point - fabrications were kept together (leather with leather, denim with denim) to create very clean looks. Jackets and jumpers tied around the waist gave a sense of restriction and the sports socks with platform sandals gave the perfect nod to the scally influences.

After the show, I headed to the show room to merchandise the stock in preparation for the international buyers to select their stock packages for next season. The way the rails were merchandised is exactly how the collection will look in-store, so we essentially created the VM guides for next season at the same time. We tried to reference the show as much as possible when styling - keeping leather with leather, silk with silk etc, but of course had to mix in some other pieces to keep the look wearable. There is also, of course, a lot more pieces in the Spring/Summer collection that were not used in the show, so once the show pieces were split into stories, we then had to feed in all the other pieces of the collection. It might sound easy enough, but we were there until Midnight figuring out the merchandising, and even came back in at 8 this morning to tweak and finish off! So, as I said, apologies for the late post, but if you ask me WORTH IT. Check out some of my photos from yesterday below, and look out tomorrow for my post from Day 3.

 Adding Stripes to benches!
 How stunning is the venue?!
 Rails just waiting for the collection to arrive.
 Final finishing touches to the collection in progress
 Practice Time!

 The final looks on the model board!
 People starting to arrive.
 Not great quality shots of the show, but it gives you an idea!

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