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Brands welcome LCM showroom shake-up

Brands have given have given their seal of approval to the newly combined Designer Showrooms at London Collections Men.

Showrooms LCM

Showrooms LCM

The autumn 16 edition of the bi-annual menswear event marks the first time the showrooms have been brought under one roof at Victoria House near Holborn.

In past seasons, Victoria House was used as the main show space and showrooms for accessories and Topman-sponsored talent initiative NewGen Men, while the ready-to-wear showroom was based at The Hospital Club in nearby Covent Garden.

Speaking to Drapers on the opening day on January 8, Claude West, who was representing contemporary brand Pretty Green, said the combined spaces created “a good energy”.

“There are now bigger brands like us sitting alongside emerging ones and that’s creating a really good mix,” he explained.

Ali Abdulrahim, head designer of contemporary label Mai Gidah, said being under the same roof as larger brands may help the smaller ones to break through.

“The big buyers may come to see the brands they know, but we can ride off the back of that slightly and they might like what they see walking past us.”

A number of exhibitors also agreed the changes helped deliver more consistent footfall.

“Last season when we were at the Hospital Club you would get waves of people then it would go a bit quiet and then pick up again, but being here is more central so there’s a steady flow,” said Verena Schepperheyn, creative director of her eponymous label.

Axel Tragardh, co-founder of Swedish contemporary brand L’Homme Rouge, agreed: “People have been coming through the door non-stop and because it’s close to the shows, you don’t feel like they are just dipping in and out.”

  • LCM takes place over four days between January 8-11. Keep an eye on for daily roundups from fashion editor Graeme Moran

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