Earlier today the Freemasons Hall in Covent Garden was the location for the first of our group model casting for London Fashion Week. Walking into the main hall I found myself surrounded by a sea of tall and glamorous girls, making me feel a bit like an oompa-loompa (minus the orange!) Whilst the models were waiting to be seen I grabbed the opportunity to ask them their thoughts on our casting process: “The fact that it is all held in just one place is such a relief from having to try and be at three different castings at the same time, which is of course impossible!”

Models from top agencies including Storm, Profile, Premier, Elite and Models 1 were strutting their stuff up and down the width of the room, whilst our designers closely watched their every move. “The casting today has been really great for the models as it enables them to see a whole group of designers at one time” says designer Elliott J Frieze, who will be presenting his SS 11 collection with us this Sunday. “As the castings are held in the main hall where the shows will take place, it also creates a good opportunity for the designers to see the models in the actual runway space, which is quite rare!”


Sarah Barlow, all Images by Simon Armstrong

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