London Fashion Week has come and gone so fast. A catwalk lasts on average six minutes but represents six months of inspiration, conceptualisation, creation and resilience. I never get tired of the creative crowds I encounter, the collections and an atmosphere full of a desire to succeed. Yes, everyone wants to make it but not everyone does. And during five days, the dreamers dream, the attention seekers get their moment of fame, the photographers flash their cameras to catch moments and the swaggers brag their way into catwalks & VIP parties.
Through the last few seasons, it seems that the rising fashion designers have stolen the show. We undoubtedly expect the collections of Julien MacDonald, Burberry, Paul Smith or Vivienne Westwood to be spectacular. Nevertheless they are breathtaking but it is not enough anymore. The ones who have created a memorable impact during the last London Fashion Week are the rising fashion designers. The audience wants more and new designers transported us to different universes with their creative fashion exhibition.
The exhibition format has become more and more popular among new designers. It is truly entertaining and an excellent way to bring their collection to life with models who seem to have so much more fun getting into role play. Furthermore, a fashion exhibition allows more individuals to see the collection and therefore spread the word to millions of people through social media.
Success often leads to being out of reach. It is impossible for Paul Smith to speak to everyone after a catwalk show. The advantage that rising designers have is that fashion exhibitions give them more time to tell the story of their collection to more influencing fashion bloggers and not only journalists.
I received some fabulous invites to London Fashion Week. The ones that stood out the most were the ones that showcased creativity and innovation. ONG-OAJ PAIRAM surprised me with their thermo reactive invite and made me more eager to see their collection.
The models walk the walk on the catwalk and we only get a fraction of a second to see each masterpiece. It’s gorgeous but not enough. With the fashion exhibition, the models transform themselves into living dolls who want to be stared at like a Picasso masterpiece and to stare back into our eyes. It is surreal and addictive so we can’t help but watch and wait patiently to see their next move.
Because they still deserve loads of credits for their fabulousness and they didn’t make it to the top randomly, I picked few of my favourite pieces from the key designers of 2015’s London Fashion Week.