On Sunday morning (usually the sleepiest day of the week when Fashion Week isn't on the calendar) we joined forces with online hub 'Fashion Monitor', inviting a huge selection of press and buyers from around the globe to join us in the VFS Exhibition space for a noon reception filled with organic juice, gourmet sandwiches and fresh coffee. The aim of the reception was to bring the chicest boutiques, buyers, stylists and journalists alike to collectively mingle and browse the latest collections of our exhibiting designers.
An impressive display of sandwiches courtesy of Tramezzino looked tempting as you entered the room, whilst a colourful display of Organic Village Juice was plentifully supplied to wash them down. The grub described as an 'Italian delight' is becoming a noted fixture at fashion events, catering earlier in the season for Sass & Bide as well as a Vivienne Westwood event. Confirming this, I overheard one of the guests exclaim 'This is fashion ham!'.
The reception, which was well attended, including appearances by The Convenience Store, NOT JUST A LABEL, YKK Europe and Tribaspace Berlin. ELLE Russia, Front Row, WeAr and Idol magazines came to check out the collections as well as SHOWstudio.com and ASOS.com.
Over the course of the week designers have seen interest from stockists such as HP France, Liberty, Harvey Nichols, Apollo Group, Browns, Carte Blanche, and Mywardrobe.com to name a few. Additionally, we've welcomed the likes of publications throughout the specturm. From i-D magazine to The Times, we've had them all, and it's been a fantastic season for building exposure for our budding designers.
On the success of the event, Fashion Monitor's Hannah White enthused 'everybody is here networking and chatting, it's been a great turn out'. We agree, and are more than excited for all of our designers as they grow, forging crucial relationships with international press and buyers.
Words : Lara Angol
Images : Natalia Ilina
Panoramic Image : Lucas Seidenfaden