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The London Fashion Week brand wagon

The last few years has seen the middle-end wanting a piece of the action. So how do brands who aren’t showing get a look in?

Well it’s not easy. The tried and tested formula is to get together with someone else (media partner/model agency/another brand) and throw a party for something. Diesel did a party with Show Studio to celebrate the Hywel Davies new book.

Levi’s collaborated with Henry Holland and then hosted his aftershow party for him. Reiss threw a party with FM models and filled their gorgeous new store with young beautiful creatures. Firetrap joined forces with Super Super magazine for another do, but they did add a gnome hunt to their offering.

Five graffiti artists had customised the indelible Firetrap gnome and they had been hidden around Soho. The lucky finders were treated to lots of spoiling, freebies and VIP treatment at the party. Or in other words an evening in the life of a fashion editor!

But for those that want a different kind of exposure, there are other opportunities. Rowenta had a presence backstage at LFW and had an ironing team on hand to press all the garments before the shows. Betty Jackson designed an ironing board cover and this was used in conjunction with it all.

Uber-bag designer Pauric Sweeney designed a limited edition LFW bag on sale in Dover Street Market. This time last year, Ben Sherman had held a ‘Big British Sound’ gig, with Pigeon Detectives headlining. MTV had covered it and the brand got its LFW presence that way.

Ultimately when the activity matches the brand, has true relevance and hits the right market, it tends to work well. London isn’t just renowned for the creativity in fashion design, it’s flying the flag for creativity in marketing too.

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