The circus is back in town!
London Fashion Week returns tomorrow (with a few showing off-schedule tonight), and runs until Tuesday, which means celebs, supermodels and Anna Wintour are touching down. You don’t need to have 1.6million followers and head-to-toe couture to get involved, though.
We’ve scoured the line-ups to find the spots where you can grab a free drink, watch a show, take your viral TikTok, and have a bite to eat while Nick Grimshaw DJs into the night. The experts have advised on the important things: how to get into a party, get scouted by the woman who discovered Kate Moss, and be snapped by the street style photographer pack.
Fashion Week bluffers, here is your ultimate survival guide:
How to get scouted
Have dreams of becoming a super? Sarah Doukas, founder and managing director of Storm agency, is the woman to know. She started Kate Moss’s career, and signed Cara Delevingne and Anya Taylor-Joy. “We keep our scouting in-house and are strategic during holidays when there are more people in London who may be interested in modelling,” she says. “LFW runs over half-term which means we are looking for New Faces.” What are the credentials? “I look for a great bone structure; someone who has great cheekbones and a strong jawline, and I love interesting faces and people.” If you aren’t spotted, it doesn’t mean give up. “We offer open days Monday to Friday to anyone interested in modelling.”
The events where everyone’s invited
LFW is not all stuffy and exclusive. Bleaq is the alt-collective taking over the old French Connection store in Covent Garden, and showcasing the best new talent. Contact them (rsvp@bleaq.store) to attend their launch on Friday 3pm-late. Footlocker are also throwing a party in their Oxford Street shop, 6pm-9pm, on Friday. On Saturday, Fiorucci are offering free outfit customisations on purchases as DJs play in-store between midday and 6pm, or head to Peter Jones on Sloane Square at 3pm for a charity fashion show. On Monday, RSVP (team-josh@candidpublicity.com) to see 17-year-old designer Josh Birch Jones’s fashion show at 1pm, while Tuesday will see All Saints open their Regent Street Store for free fizz and a screening of their new collection, 6pm-9pm. All week, you can also head to Central Saint Martins’ Lethaby Gallery to see fashion students’ exhibitions with Canada Goose, or pop to Belgravia, where Anya Hindmarch has created “The World’s Smallest Department Store” — perfect for TikToks, and found at 11 Pont Street.
How to get papped
Few will disagree that Yu Masui is London’s king of street style. His advice? Don’t look like you’ve walked out of a catalogue. “For LFW, you want edginess, freshness and uniqueness — it’s the home of emerging talent,” he says. “I don’t use tricks like wearing iconic pieces or obvious big logos from luxury houses.” If you want the photographers to snap you Masui has a trick. “Just go in the middle of the street and pretend you’re looking for your car — hold your mobile as if you are talking to your driver.” Don’t overdress for the cameras, though. “Glasses and hats can be tricky as you don’t want to end up looking like arty people with funny specs, or [those people in] untasteful hats seen at Royal Ascot.”
How to get into the parties
If London is good for something, it’s throwing outrageous after-parties until the early hours all Fashion Week. Yes, Sunday and Monday too. Mandi Lennard has long reigned over the most exclusive guest lists, welcoming everyone from Bella Hadid, Kate Moss and Naomi Campbell to the infamous LOVE and Perfect Magazine bashes. If you’re not on the list, there is hope with a great look and a bit of enthusiasm. “Sometimes when I see a guest arriving and they look great and in a DIY outfit with it all going on, I don’t actually care if they are on the list, I know they’re coming in,” she says. “Don’t be fawning and don’t have an attitude. Just mention you have friends inside who told you to come down, and be prepared to wait. Quite often later on, you’re in with a chance.”
How to sound like you know what you’re talking about
Every fashion week attendee can be caught off-guard by an upcoming designer name. Tempting as it is, don’t pretend to know. Blaggers often get caught out. The three hot names on everyone’s lips this week are led by Harri, the brand now most famous for dressing Sam Smith in a blow-up outfit at the Brits. (Don’t make a Chinese spy balloon joke about it — bleak is still un-chic). Also set to turn heads is Feben, the Ethiopian designer who dresses Beyoncé, Michaela Coel and Erykah Badu, and KWK by Kay Kwok, the avant-garde brand which sent mad, sci-fi sculptures down the catwalk last season.
Where to eat and drink like a fashionista
There are plenty of spots putting on deals to help the city celebrate LFW. Matches Fashion are opening a cafe at their Carlos Place flagship, where you can count on spotting the Vogue set. Say “London Fashion Week” when you book at Franco’s, SW1, for a free glass of champagne with supper, or book in at Chotto Matte Soho from 9pm; be late to eat as celebrity DJs will play sets, including Nick Grimshaw, Lady Mary Charteris and Pixie Geldolf. Head to Chiltern Firehouse or Maison Estelle for the after-after parties. But for the most sightings, bag a seat at the Pret on Portman Square. The official LFW showspace is opposite, and you’ll watch the heeled editors of every magazine dash for an extra-skinny latte.
How to stay sane
In the commotion of fashion week, keeping a sense of humour is key, says Paper Magazine’s fashion editor Mario Abad, who will travel from New York to London for the shows. “There’s this funny, posh energy about London that you don’t see in other cities. As an American I love the accents and how everyone is so proper and put together,” he says. “I look out for Drag Race girls like Bimini and Tayce because you know they’ll serve you face and a look, plus the London OGs like Alexa Chung, Rosie Huntington-Whiteley and Suki Waterhouse. We need more Victoria Beckham sightings!” Top survival tip? “Don’t black out or stay up past midnight.”
How to act on the F’row
Snuck yourself into a show? Don’t panic, say The Flag Twins. They are a fixture on London’s fashion scene, have walked for Gucci and joined Jenna Ortega as new faces of Adidas. “What I used to think the front row was like, and how it actually is, is a very different scenario,” says Karlon Bonsu. They do have some pointers. Wear something by the designer you’re seeing, if you can. Network with the people to your left and right, and don’t be afraid to go up to any guests you admire. Use your phone: “If you haven’t got your phone out in the 21st century, it looks like you’re disengaged,” Kevin says, but be mindful: “You need to remember you’re not the only one in space — give way for people to take their own content.” When the show ends, wait for the designer to take their bow, then show your gratitude. And be honest with your reaction, Karlon says. “If the show was lit, you’ll get a standing ovation. If not, you’ll get a clap.”
How to take the perfect Insta-outfit shot
Anyone who thinks taking the perfect ‘fit pic isn’t an art hasn’t tried it. Two Instagram professionals are dancer Sam Salter (@sammsalter) and model Parisa Wilkinson (@badkidhq). “Find someone willing to take a bit of time taking the shot— bonus point if they have good direction and don’t take photos like my grandma,” says Salter. “A clean background helps, so it really focuses on the outfit. Snapseed is a magical app for taking about busy-ness in the background.” Wilkinson also has tips. “Make sure the light is on your face and avoid midday sun. Then think composition — use the grid tool on your camera, position yourself in the centre, and avoid too much negative space — think about the rule of thirds.” Both agree when it comes to filters, be careful. “Keeping it clean and crisp always wins,” says Wilkinson.
Who to follow
If you can’t make it in, follow the kids that do. Cora Delaney, who founded the London-based influencer talent management EYC, knows what she is looking for. “Make sure to follow Culted (@culted), who make great video content over LFW, and @stylenotcom for immediate industry news. You want to keep track of the classic editors, like Julia Hobbs (@juliahobbs_) and Olivia Singer (@oliviajsinger), but then look to make-up artist Mata Marielle (@mata_marielle) or hair stylist Jake Gallagher (@jakegallagherhair) to see backstage. Follow Kai Isiah Jamal (@kai_isaiah_jamal) for a model’s view behind the scenes, and Dave Benett (@davebenett) for the party pictures from the night before.”
