The Right Brand, The Right Event And The Right Mix Of Guests

I have a bad habit of saying ‘no’ to work-related events because it’s so much easier than saying ‘yes’. It’s something I want to change this year, because however much I love it, my living room isn’t exactly ripe with possibilities. So I said ‘yes’.

The fashion industry seemed surprised to see me, though whether this was because they hadn’t clapped eyes on me in 100 years or because I’d aged 100 years is unclear. The event I went to – a Burn’s Night supper at the London Edition, hosted by Christopher and Tammy Kane – couldn’t have been more fun. Even people who never smile were smiling, for if haggis doesn’t make you happy, a ceilidh surely will. Whether due to the largesse and hospitality of the hosts or because it was their first night out of the year, there was a lot of love in the room, whose aftermath lingered for days on Instagram, as guests posted about what a great time they’d had.

I don’t think the Kanes were motivated by anything other than the desire to throw a good party – they’re not cynical, calculated people, which is why they’re so well liked. But as an exercise in brand management, it had the side effect of being successful in the best possible way. The right brand hosting the right event with the right mix of guests isn’t an easy feat to pull off, as anyone who’s mandatorily endured a laboured fashion dinner will attest. Does goodwill sell clothes? If only. But it’s still important.