"Perhaps unknown to many outside the industry, the presentations/press open days follow shortly after the show season. This is where pretty much every international brand showcases their collection to the media ants scurrying around the streets of London. High street brands get the chance to show off their new threads and it gives those unable to afford to show on a runway their five minutes in the limelight. This said, there are hundreds of brands tussling for their turn in front of the press – basically it's the corporate fashion world's version of a C-list celebrity event.
Due to the hundreds of press hitting the streets, it also showcases the weird and wonderful circus of the fashion community that we reside in. This is in a slightly different light though, no 'Ab Fab' moments here - there are no cocktails present to take the edge off and aid the perma-smile. No, this is sore feet, chipped nail polish, flat shoes and hard graft. These are press days - this is hard work - Ouch.
These presentations are where editors, stylists and journos seek out the common threads (or trends) running through the collections and start planning the themes of their stories for next season and PRs convey the designers inspirations and announce any brand news. During the shows, the collections are going through rigorous sales appointments, so that come the press days, the ranges have been honed down to what consumers will be seeing on the shop floors. It is arguably the front line and where the season begins. Here is fashions nature or nurture - are the ranges strong enough or will it take great efforts from the PR to make it so? So far it seems that the 80s will be returning with force on the high street; gaudy prints, bright colours and oversized tees. So far its not TOO literal though, there's no crimped hair, legwarmers and neon shoelaces - yet! We have almost 6 months before these wears will reach stores however, still plenty of time for some einstein to think of adding these all too obvious touches. Let's hope we're not patronised by them, literal looks aren't stylish, they're stolen.
It’s an exciting time to see and hear how the season is shaping up and start to visualize how the September – February fashion pages will look. I had a good old catch up with the Company girls who have some amazing ideas planned for you lucky readers to feast your eyes on for the AW11 season.
The week was rounded off with a date (groan – he will not become a trend!) and Sunday lunch with my family for Mother’s Day. Forget Milan and Paris, that to me is the most fashionable place to be. "
