London Fashion Week SS 2012

The almighty lord was said to build the whole world in seven days, but my guess is it wasn’t during London Fashion Week. If he/she had, I’m pretty sure that the clothes wouldn’t be ready, the free booze would’ve run out and the models would’ve been cast from an Iceland advert.

London Fashion Week SS 2012 centres around Somerset House, where the British Fashion Council exhibits the best of the best of British fashion. However, there are many other venues that host incredible talent that takes months of preparation and harnesses years of skill. Lucky for them, Fridja was there to… steam out any last minute creases. Although we were used in countless venues across Britain’s capital, here are a selection of some of the venues we were lucky enough to get used in.

Fashion East held their catwalk collections at The Haunch of Venison Gallery, an incredible venue located behind Regent Street, very close to Saville Row. Fashion East, the first young designer support scheme of its kind, was launched in 2000 by The Old Truman Brewery and Lulu Kennedy. Its outstanding role call of alumni includes Gareth Pugh, Holly Fulton, House of Holland, Jonathan Saunders and Louise Gray. The three designers umbrellaed by Fashion East showing were James Long, Marques’ Almeida and Maarten Van Der Horst.

The same day was Blow PR’s catwalk show held at LSO St Luke’s on Old Street. Blow PR Presents (the name of the show) is a platform for young emerging design talent and avant garde fashion at the forefront of cutting edge originality and innovation. Today the designers were Jane Bowler, Fanny & Jessy, Shinsuke Mitsouka and Eleanor Amoroso.

These two shows were just a selection of the ones we were involved with on and off schedule. However one lovely customer did also send some photos over from her vintage show ‘What The Butler Wore’ located in London’s Waterloo. It’s lovely to see the big stars, studios and designers using our products, but seeing fashion shows run by shop owners is truly as exciting.

Fridja steamers were prominent during so many events that we couldn’t have covered them all. At the end of London Fashion Week SS 2012, the Fridja team were truly cream crackered, we thank everybody for a great week. I’m pretty sure the lord had a rest on the last day, and us? We got ready to sponsor VODAFONE’S LONDON FASHION WEEKEND. God help us…

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