Debutants of London Fashion Week 2014
Those heading to London Fashion Week this year are likely to see brands more commonly associated with a weekend shopping on the high-street, than upon the stages of the great exposes of the fashion industry.
The British heritage brand Hunter, best known for its wellington boots, will be stomping through the capital next to the likes of Prada and Jimmy Choo next month. More commonly seen on the stumbling feet of celebs at Glastonbury, Hunter, headed by creative director Alasdhair Willis, is hoping that LFW will give the opportunity to climb up on to the international stage. They are only one of many with their eyes set on foreign shores.
Prominent amongst this new flock is British label Mother of Pearl, currently helmed by ‘avid sportswoman and fashion enthusiast’ Maio Norman. Though this is Mother of Pearl’s first season at London Fashion Week, the label is no virgin to the cream of high fashion, having previously collaborated with artists such as Polly Morgan and Mat Collishaw, and been stocked in luxury stores such as Moda Operandi and Net-a-Porter. The bold artistic prints and playful patterns of the label are becoming increasingly recognisable and we have been told to expect more ‘romance paired with clean lines and hint of sport’ in February.
Off the Street
Behind Mother of Pearl comes a gaggle of high-street chains preparing to take their first steps upon the stage at LFW. Joseph, whose flagship store at Brompton Cross turns 25 this year, is one of them, expected to make its mark in its signature monochrome of black and white. The store has announced that five of their designers, including creative director Louise Trotter, are each creating a piece to showcase at LFW, which will be available for release immediately following the show.
This year is also a first for Whistles, who although having put on shows at LFW in the past, were officially invited by the British Fashion Council for the first time this year. Whistles’ show is to be cast in a presentational format, with the intention to ‘immerse people in the brand.’ The label is set to release their first menswear collection this year, and the team are hoping their presence at LFW will project them into European and American markets.
With this host of eager freshmen London is set for another exciting year. You can have a look here for further details of the week, including the full schedule. With restaurants, bars and shops opening this month in time for the throng of fashion’s arrival, there is plenty to experience off stage as well. Take a look here for a chauffeured limousine service that is available to take you from place to place around the city, as well as to and from the airport, if you are travelling from abroad. Such a mode of transport is in fitting with the glamour of LFW, and a safeguard against the city’s temperamental weather.
Of course, if it’s wet, no-one will look twice if you slip on a pair of Hunters.