Day 3 Vodafone London Fashion Weekend

23.02.2014

With the sun out in full force and fridges fully stacked with chilled Prosecco, fashionistas from all over the world flocked to Day 3 of Vodafone London Fashion Weekend to celebrate the best of British Fashion talent.
 
Saturday has always had a great atmosphere previously at VLFW and this season certainly didn’t disappoint. Arriving just in time for the trend show, I scuttled over to main tent area, mentally reminding myself to stop by the label.m Makeover Bar and Maybelline Area on my way out. The trend show is one of the great things about the weekend, getting to see the current season’s trends on the catwalk for inspiration you can use today! I was bowled over by Lace Embrace. Don’t panic, this trend isn’t about sexy, fine, night time lace that leaves some of us feeling it’s just not really for us. Think Christopher Kane, Diane von Furstenberg and Oscar de la Renta for bright, big lace that just gives a bit of added texture to your wardrobe. Totally wearable huh?!
 
Now back to the label.m Makeover Bar where I can see a crowd of ladies - and gents – gathered around to check out the fashion fixes being created on excited customers. I could already spot lots of lovely ladies proudly rocking their brand new dos by lunchtime, including our label.m competition winners who were thrilled with their on site salon service.
 
From the salon to backstage, we know the real perk of being part of the label.m team is that we get to go backstage as we’re the Official Haircare Product of London Fashion Week. I know we’re ridiculously lucky aren’t we?! But we always share our exclusives with you like we are here! I was so thrilled to be backstage at THE designer show of the weekend, Julien Macdonald. If you think his dresses look impressive on the runway, that’s nothing to their WOW factor up close. No wonder Beyoncé, Katy Perry and Ellie Goudling are such devoted fans.
 
It really was a bustling backstage, with Hilary Alexander OBE taking pre show notes and Angela Scanlon getting a last minute hair makeover from our label.m session team. But all I could think was what hair look could you possibly create to compete with such embellished gowns?

Philip Huang, head of our label.m session team quickly corrected me that the sleek glam hair look his team were creating was to be slicked back off the face and shoulders to work with the dresses for maximum overall impact. So with a large dollop of label.m Extra Strong Mousse applied from roots through to ends, hair was then blasted back off the face with a label.m Hairdryerlabel.m Straighteners were then run through the models hair for a smooth, organic effect. Next, a low, diagonal side parting was inserted with lots of label.m Hairspray above the curvage of the head to achieve a dramatic wet look effect.
 
Seeing the full effect of the hair and the clothes on the runway was jaw dropping. Nothing could be more appropriate than the ‘King of Bling’ crown he wears in the industry.
 
Quick look at the watch and crikey, the day is almost drawing to a close. Last stop was a fascinating Q&A with Hilary Alexander OBE, who may be the shortest thing in fashion since the miniskirt but my goodness she’s a force for life! From typewriter to twitter proved an insightful potted history of the evolution of fashion journalism, but that’s an entirely different story. So for now, it’s time to kick back with a prosecco – thanks Scavi&Ray – and dream of all things sparkly. 

Eve Bottomley,
label.m Marketing Team

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  • Day 3 Vodafone London Fashion Weekend
  • Day 3 Vodafone London Fashion Weekend
  • Day 3 Vodafone London Fashion Weekend