A week ago, I got the opportunity of going to the London Fashion Week. This was my first fashion event. I was about to discover a little more about how the art and business of fashion worked like.
One of my first discoveries was the showroom. I had searched the definition online before (“A room used for the display of goods or merchandise”) but I couldn’t quite imagine this ‘room’. Everything became clearer as I entered Wolf &Badger’s one; an assemblage of small brands getting their items bought by bigger ones. In Wolf & Badger’s case, they were new designers who had already done a few seasons (up to three). This was a way for them to have their brand’s name become a little more familiar to the public of fashion.
And so, the objects (from shoes to tea cups, for Wolf & Badger) are displayed on small rectangular tables, customized by the designers themselves. Brands try to put themselves in the spotlight with an interesting and appealing display. The customers come, searching for products with interesting materials, an en vogue style – And perhaps an invention? Such as Rosemary Goodenough’s simple but classy, revolutionary ties.
Before the appearance comes quality. This asset is outstandingly important for the customer. Everyday, designers look for new techniques to enhance quality. To make it better, neater. You could almost say, that such an accumulation of new ways of approaching the ideal of perfection is what (partially) makes the evolution of Fashion itself!
The choice of a certain fabric is quite significant, too. Why this particular fabric? The designer should be capable of answering. For example, the designer of Akapello, who chose such fabric for his wallets, said it was because it lasted longer and had a natural polished look that corresponded to the physical appearance he wanted.
When it comes to Wolf & Badger, diversity seems to be a very important element for its brand. The showroom proved it right from Oona’s modern vintage jewellery style to Judy Wu’s more geometrical garments. Each year, new faces come in, and out go a few old ones. This alternation also gives the showroom a more entertaining side compared to other brands that always invite the same people.
Furthermore, I found the ‘old school’ theme very interesting. Coming back to Coco Chanel’s system of models calmly parading while the guests are standing, either gazing at the outfits, intrigued, or discussing and socializing. It gives the room a more relaxed atmosphere.
Attending my first runway was maybe one of the most exciting moments of my life. I learnt a few things, too, concerning these events. For example, I found out about the organization of the seating for a catwalk. The seats are divided into sections, like the blogger/journalist section, the purchaser section, and the photographers placed at the end of the ‘alley’ to take the best shots. For big haute couture shows, personalities are also invited as special guests.
These people, forming the audience, aren’t invited randomly. They each have one particular role to play. Taking the ones I listed previously: The journalists are the critics of the show, the buyers are here to see the potential in the brand, and the photographers simply take pictures for websites/magazines. When a designer starts his/her career, it is important for he/she to keep the room as full as possible. Zeynep Kartal’s show even had a few people standing during the fashion show.
Talking about Kartal’s catwalk, I noticed a few things about the show; as I browsed through the pictures of my phone, I realized that the models seemed to be strutting from the darkest to lightest colours. The show started with a glitzy grey, went through a fiery red phase (my favourite moment), and ended with ghostly white gowns. I also observed a ‘Bollywood chic’ theme.
These kind of garments have fore marketing target a ‘mature’ woman, in other words around her thirties. This collection is also more of a soirée type.
P.S: Hope you enjoyed this post! I will be active again, I was just taking a little break from blogging.