One of the highlights of the AW19 season was the ROBERTS | WOOD presentation at the ICA. The delightful presentation saw the brand invite the audience behind the scenes into the world of their surreal studio atelier, an intimate exposure of the designer’s process and consciousness.
For the past twenty years, Markus Lupfer has wowed the fashion crowd with his unique, fun sense of fashion. Over the years the brand has evolved and AW19 marks a new chapter but one that balances innovation with continuity, making strong references to the brands roots.
Following on from last season’s nuptials with a knight in shining armour, comes the inevitable. New life as symbolised by three sets of models pushing traditional style, prim and proper prams courtesy of Silver Cross, the Royal family’s baby vehicle of choice.
Central to the designer’s practise is the creation of a set within which to stage his cast. Richard Malone’s London Fashion Week show took us to an almost-uncomfortable, nearly-bleak living room in which a family birthday party sees ‘dressing up’ interpreted across generations.
The Fashion Scout showcase presented a showcase of the four winners of The Ones to Watch Award for London Fashion Week AW19; 1x1 Studio, Aurélie Fontan, Bowen Hu and Shie Lyu.
Ones to Watch winners were selected from a long list of up and coming designers. Fashion Scout’s One to Watch Award provides a unique platform for the brightest new designers, with many becoming reputable labels in the international fashion industry.
i-am-chen continues to bring fun and light-hearted spirit to London Fashion Week. Working with world-class technicians, designer Chen pushes the limits of state of the art knitting techniques and experiments with diverse yarns in bold and eye-catching colours.
It was party central on the Sunday evening of London Fashion Week when Ashish presented the AW19 collection “ nothing is what it seems.” There was little description or explanation of the collection as the show notes simply stated the collection name.
Paula Knorr is known for her outstanding evening wear using design techniques that makes the pieces as comfortable and easy to wear as leisurewear, incorporating materials such as jersey and lycra alongside lavish fabrics in elegant designs and rich tones.
In creating the collection Matty Bovan spent six months researching the Pendle Witch Trials of 1612, obsessively reading about the Lancastrian massacre against mysticism, becoming consumed by folklore and myth. Stating “I’m skeptical about magic, of course, which in many ways makes it all the more fascinating.”
The only way to wrap up London Fashion Week is with the highly anticipated ON|OFF Presents show. Now in its 16th year, Lee Lapthorne continues to be an inspiration and industry leader who has discovered the brightest and best fashion talent in the UK.
Roberta Einer combines her fascination for fabric development with her love of travel to create a collection that evolves the maximalist embellishments for which she’s known for her debut catwalk show at London Fashion Week.
Mother of Pearl is a luxury womenswear brand that celebrates individuality and authenticity. Based in East London, the brand takes an often humorous approach to print and design; masculine silhouettes fused with luxe fabrications and feminine detailing define its DNA.
The Fashion Scout collaborative showcase ‘Ones to Watch’ is instrumental in raising the profile of emerging design talent globally. One of the first places to see the very best in new UK and international design talent, Ones to Watch provides a catwalk showcase for the brightest emerging designers.
The A-JANE SS19 “Repetition?” collection is about exploring conflicts between the norm and the new; to discover that there is no repetition even when it appears to be repeating since it keeps repeating itself in all possible ways.
Marta Jakubowski’s SS19 collection was inspired by her teenage memories of the Noughties, the rebellion of youth, fickleness and naivety. The collection embraced femininity, with her signature evening dresses, tailored jackets reworked with twisted and wrapped fastenings, sexy pencil skits and two pieces.
Minki offered another optimistic, fun collection and presentation that offered a burst of colour in the London Fashion Week show space. The collection was built around contrasting fabrics such as humble cottons, seersuckers, canvases, plastic and silk twills.
The Paula Knorr collection dazzled at the London Fashion Week presentation at180 Strand. The German born, London based designer created a 70s disco-esque vibe to showcase her boundary pushing evening wear.
A newsletter is a very crucial part of the sales process and is the biggest driver of hits to your e-commerce site. Your newsletter doesn’t have to have loads of content, as you can spend a lot of time writing content for a small amount of people who read it, it needs to be the right content!
It is worth taking some time to look at neuromarketing, which is the study of customer behaviour and how it affects their buying patterns. Neuromarketing is essential when marketing fashion, as consumers mostly purchase fashion product on an emotional basis. Neuromarketing uses emotional triggers to promote a brand based on the psychological traits of the target customer.
Many people confuse marketing with advertising and promotion and whilst these are two elements of marketing, there are many more elements to it. Marketing is the process of creating a business and product that appeals to a target consumer and then getting that customer to buy your product.
When you design a logo for your brand name you will need to consider how it will look on all your marketing materials and also on the labels in your clothes or on your packaging. It is really important to make sure customers can easily read your name and recognise it.
There isn’t a clear definition for branding. Many describe it as a marketing process that creates a set of perceptions about your business. I have always liked the CEO from Amazon, Jeff Bezos’s definition, “Your brand is what people say about you when you’re not in the room.”
A name is for life and it can be really hard to change your brand name later, so it is important that you make the right decision at the start. People may say “It doesn’t matter it’s just a name” but it is never just a name, the success of your brand could rest on it.
Sponsorships are a great way to raise money for specific projects that can increase your access to new markets, attract press coverage and increase social media reach. Sponsorship is about creating projects that have mutual benefits for all involved.
Have you ever wondered what ‘embellishment designing’ is? I still get confused stares every time I tell someone. Very few people know. Those that do know are the ones who have actually encountered it or done it themselves.
There has been a flurry of innovative and sustainable fabrics coming on to the market, offering fantastic new options for brands looking to use more sustainable textiles. These fabrics come from a range of sources and many have unusual origins.
Trunk shows are a great way to get in front of customers and although they are usually hosted in a place where people already go, you will still need to manage some promotional activity and can’t just rely on the venue to promote the event for you.
In an earlier blog post I gave you explanations of some of the terms you will see on your Google Analytics dashboard and in this post, I will explain which pieces of data will be valuable for you to keep track of as your website grows.
In business, there are 4 areas you must not neglect. Start Your Own Fashion Label can help you develop these areas and work with you to solve the issues that are holding your business back from achieving success!
When people start up their own label they usually over estimate the number of sales they will make in the first couple of years – when in reality in the first year most start up labels make no sales at all.
With changing consumer demands, brands now need to consider what is the best way to offer your customer the experience they want so that they keep coming back. Discover our top tips help you offer your customers a personal experience that builds the relationship and gets them coming back to buy again.
The right press coverage can really help raise awareness of your brand, make you more visible to customers and create demand for your product – so every day you should spend a few minutes working on your press strategy.
Starting and running your own fashion label will really show what you’re made of - as it will exhaust you, frustrate you, and make you want to give up on a regular basis. As a designer, you have to work harder, push your creativity further, achieve more and be the biggest star on the fashion scene.
If you are sending monthly or even weekly newsletters then you need to ensure your customers will open them. You cannot keep sending emails that just ask people to buy your product over and over again, as this is more likely to make them unsubscribe rather than buy.
Many start up fashion brands spend all their time focussing on fashion editors and writers when they could be achieving more success by working with stylists. But how can you get noticed by fashion stylists when you are up against renowned brands with big budgets and name recognition?
Whilst it is a waste of time writing a complex and lengthy business plan, it is of great value to have a document that sets out your basic aims, one that you can regularly review to see what goals you’ve reached or missed, what challenges you have won or lost, and give you an opportunity to celebrate your growth and achievements.
I know a lot of designers when they start their own fashion label take everything personally. But the real honest truth is – none of this is personal. It is just business. It is really important that you try to take the emotion out of business issues.
Many young design students want to start their own fashion label without any idea of what that really entails. Once they start to run their own label they are often really surprised at how hard, stressful and often lonely it is.
If you are looking to sell your collection through wholesale to international stores, then you need to create a line sheet for buyers. The line sheet is a useful tool as it captures all the information about the collection in one place.
Through my work, I have built a reputation as one of the leading supporters of emerging fashion talent both in the UK and globally and was honoured to receive an MBE for Services to the Fashion Industry from Her Majesty the Queen in 2017.
We are thrilled to be joined by the talented Ross Pollard, Fashion Editor, industry commentator and founder of the acclaimed FashionWorked Awards who has agreed to share his views of PR for start-up brands.
We are thrilled to have the talented designer Charli Cohen join us to share her views on Fashion’s New Uprising. Charli, under her eponymous label Charli Cohen, creates technical-wear, born out of a need for evolved clothing and progression within the fashion industry.
I am obsessed with the new Shop at Bluebird store in Covent Garden. The store has always been a hub of creativity and is the dream store for high end luxury brands, who aspire to have their collections placed in store. They have always supported new designers and this is still an important element in the new space, allowing customers to discover newer brands alongside the well-known names.
Make it British believes that a product’s provenance is of the utmost importance. By buying authentic British goods, manufactured by skilled craftsman using the finest materials, then you are helping to keep these skills alive in the UK.
The organisation devised The Future Fabrics Expo which is a showcase of responsibly produced materials. The aim was to improve the visibility of innovative textiles and materials for fashion with a reduced environmental impact.