Day 4 Vodafone London Fashion Weekend
So finally… we came to what was the last day of non-stop designer shopping – deliberating those last minute bargains – ‘Should I? Shouldn’t I?, fashion shows on tap and crowds swarming the grounds of Somerset House against a background of upbeat tunes.
The sky may have been overcast with the still wintery chill of Grey – but that’s never stopped a true fashionista in her tracks!
I love people watching and couldn’t help but notice a slightly different crowd milling around, ‘too cool for school’ teens in skater skirts, midriff tops (yes honestly – why wait till summer?!), furry coats and Patent-look trainers adding a bit of an edge.
The above-average style perch even extended to the very helpful Amex Concierge staff – far too good looking and who were in constant view – advising the fashion-fuelled revellers of where to eat, shop and chill – and if you please, dressed in stylish capes – perfect for combatting wind and rain by none other than much feted British designer Christopher Raeburn!
After checking out the TONI&GUY Blow Out salon with lots of ‘blow-dry happy’ clients, I headed across to the label.m makeover area which was literally swarmed in a blaze of half-term teen girls, mostly sporting what turned out to be the most popular Fashion Fix choice – Pretty in Punk, followed ever so closely by Bardot Beehive.
Visitors just couldn’t get enough of label.m with the special show incentive and overall, our new label.m Texturising Volume Spray - which hasn’t even officially launched to press, flew off the shelf like hot cakes and was in unprecedented demand, proving that texture and volume work together in equal harmony as seen on all the catwalks as well as style-leading opinion-formers.
Backstage it was all about prepping for the fashion shows – starting with Trend and then for the main designer of the day – Maria Grachvogel, renowned for dressing celebrities and whose signature is about making women feel like goddesses. Luckily we managed to grab Maria for a few moments before the show and she told us that her collection is all about “the age of naivety, innocence, beauty, all evident with artistic splashes and swirls of melting paint set against flowing Satins and Egyptian Cotton.
Philipp Haug, Heading the International Artistic Team relayed the hair story as another variation of a low-side parting with exaggerated separation and diagonally swept across face to almost hide one eye. Sexy and a little bit mysterious in contrast to the collection’s overall theme. The team used a combination of Volume Mousse, Hairspray and Shine Mist to enhance levels of neatness and a sleeker hold.
As the day drew to a close and the crowds started to disperse slowly, I think of interesting musings such as a model saying to us backstage that ‘Even I’m struggling to get into that dress – Julien MacDonald’, the draw of the crowd taking in everything to do with style and owning something that ordinarily might be out of reach and let’s not forget; that we have to pull everything down….. dusty hands and sore feet, I jumped in a cab and slept like a log – until next season!!
Carolyn Whitehorne, label.m PR Team