What do we expect from London Fashion Week
Olesya Iva
New York Fashion Week Today is coming to an end, and on September 12, it will be possible to sum up and follow the second fashion week - London, which starts tomorrow. We tell what we expect from the most avant-garde fashion week this year.
Street casting Meadham Kirchhoff
At the shows Meadham Kirchhoff always presents a variety of beauty. Models could be thin and tall, and equally smile painted with a rainbow teeth, going to the podium in glam-rock shoes on the platform. For the 2015 Spring-Summer Collection, Edward Midham and Benjamin Kirchhoff will stage the first street casting with an important note in the ad: "Typical model looks not required". Casting will take place this Saturday in London studio Meadham Kirchhoff on Haggerston Road. You will be in London, try your hand! Most likely, boys and girls will be taken to the women's collection.
Young designers
The London fashion scene has the ability to grow as many talents per year as the rest of the world's capitals never dreamed of. As part of the Fashion Week this year, a general display will take place at one of the main platforms for young talents - Fashion East in London (this site was once presented by Gareth Pugh and Meadham Kirchhoff), where Louise Alsop, Ed Marler and Helen Lawrence. The program of the British Fashion Council and Topshop NEWGEN sponsors new heroes: presentations by Ryan Lo, Danielle Romeril, Faustine Steinmetz and the show Ashley Williams, 1205, Lucas Nascimento and Marques'Almeida, and Claire Barrow will get a place in the exhibition organized by the British Fashion Council. In addition, Shrimps make their first presentation, which is on the schedule of Fashion Week. Cassandra Verity Green, Keiko Nishiyama, Min Wu, Youjia Jin shows will take place at the separate Fashion Scout site in the Freemasons' Hall building, as well as Russian designers ZDDZ, Homo Consommatus and Darya Shapovalova’s troops will present their collections: Anna K, Anton Belinskiy, Lera Leshchova Ukrainians and Yasya Minochkina, - as well as Leonid Zherebtsov from Kazakhstan.
Film SHOWstudio
On September 15, part of the Somerset House space will be transformed into a film platform, where the British Council of Fashion together with River Island and SHOWstudio Nick Knight will hold an event in support of fashion directors. It will show the 25-meter interactive installation Meri Medi, as well as fashion films Mary Katrantzou, Jonathan Saunders, Michael van der Ham and River Island. All movies can be viewed online.
Thomas Tait show
One of the most interesting designers of the new generation, working with minimalism and the interpretation of sportswear, Thomas Tate won this year's competition for young designers LVMH Prize and received 300,000 euros and a year of mentoring and support from the conglomerate, beating Hood by Air, Simone Rocha, Jacquemus and Vika Gazinskaya. This year there will be a second Thomas Tate show at London Fashion Week. Expectedly, the show is on a par with the show of the main British Christopher Kane and Jonathan Anderson. At Thomas Tait, the show will take place on September 15, the day with Christopher Kane, and at J.W. Anderson - September 13th
Nasir Mazhar and Kokon To Zai shows
Two British brands, working at the intersection of sports, music and street style, will show their new collections on September 13. Expect non-standard models, blown styling, music and loud parties after the show. For the 2015 men's collection, Nazir collaborated with the musician Skepta, who wrote the soundtrack for Nazir. It remains to be wondered who will help in preparing the Nasir Mazhar show for the women's collection show and what symbols will be applied to the Kokon To Zai items by Marjan Pezhoski and Sasko Bezovski.
Stamps and social networks
The press has long been talking about the fact that fashion shows should be made public and sell tickets to shows as concerts or exhibitions. The idea is reasonable: brands could discourage their costs and not put them into the cost of things later. In the new season Topshop arrange "social catwalk": the brand will show pictures from the backstage in their Facebook and Twitter accounts before the show begins. Olympia Le-Tan and Laura Bailey will broadcast their images in an Instagram account Stylebop. Burberry Prorsum and Twitter launch the "buy" button: right after the show on September 15, you can buy a limited series of nail polishes from the show. Hunter Original, which debuted at LFW last year, also collaborates with Twitter in the new season: video from the show will be distributed using real-time video technology Grabyo. Previously, it was used in its broadcasting matches Wimbledon and World Cup.