DUE TO A TWO-YEAR BREAK LONDON’S JUNE FASHION WEEK IS A HOT TOPIC – CAREFUL, IF YOU BLINK YOU MIGHT MISS IT.
London was finally able to showcase some new fresh pieces after a rough couple of years. The June edition of London Fashion week was brief. However, made a huge impact on those lucky enough to see it.
The event went for three days and did not disappoint with what was on offer. The show consisted of new and emerging designers, rather than large established names. Luckily, even though the period was short buyers were not shy to get their hands dirty fast.
Local and international buyers were in attendance and eager to sink their teeth into the fresh meat.
There was a focus on men’s wear, with co-ed catwalks to display the new pieces. There were thirty-three brands being shown during the event. With buyers and press from twenty-seven different countries.
THE EVENT
Just three months shy of before the next event in September, the June Edition of London Fashion Week did not disappoint.
Held from Saturday 11 to Monday 13, the fleeting showcase was an event not to miss. The event marked 10 years since the launch of the June event called London Collections: Men. In 2016 it was rebranded into what it is known today as London Fashion Week Men’s. However, during the pandemic it became a co-ed event.
The event was a positive opportunity for new designers wanting to get their name out into the public. As well as, learning the ins and outs of selling and exporting for new designers, the event brough in international retailers and media publicity to London.
Overall, the numbers were down in all aspects. Such as, influencers and international editors. Additionally, there were viewers online as well as physical. However, sometimes the numbers don’t matter as long as what you are expressing is of strong relevance.
The smaller crowd also allowed for a more intimate experience with designers, models and audience. This in turn proved to be a benefit for the emerging designers.
This gave them the chance to stand out and have the spotlight on them, instead of having to compete for attention amongst well known names.
PRAISE FOR EMERGING ARTISTS
Many commented on the fresh new ideas and themes on display at the show.
Raphael Deray, a buyer for men’s luxury and designers at Printemps commented,
“It was very good with loads of young designers sharing their collection in a vigorous and dynamic way.”
He continued to state,
“Most of the shows were colourful and showed enthusiasm regarding the future, while implementing some retro touches. It was definitely a much smaller crowd and a lighter schedule than usual. But, this is also a good thing, especially for a buyer. We can focus more on what is being presented, stay at the events longer and get the chance to speak with the design/commercial teams more easily.”
THE FUTURE OF GENDER AND FASHION
London Fashion Week has been gender-neutral since April of 2020. It is a positive step towards the future of fashion. Everyday there is more and more of men and women buying clothes specifically tailored to the opposite gender stereotype.
Women love the relaxed comfortability of men’s fashion, and men love the expression of women’s fashion. It’s about time it their was no separation and all inclusive ranges.
However, designer Carlota Barrera has a more realistic mindset,
“It’s easier [to present a genderless collection] from a creative point of view, but a lot of things have to change in the industry because from a sales point of view it’s difficult to show genderless since the sales calendar is still stuck in the binary.”
Her words do echo the truth. Therefore, maybe the push needs to be within the sales department rather than the design side.
THE DESIGNS ON SHOW
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