LFW Strategy

London Fashion Week is upon us again, which for those involved means long days, little sleep, scant chance to eat and dangerously frequent opportunities to drink champagne. For PRs and journalists alike, it’s an exhilarating time but a fraught one, as deadlines and demands on their time reach breaking point. Everyone inside the fashion circus knows how intense it is, but what of the fashion PRs who aren’t directly involved in LFW? What should their strategy be? 

Firstly, to keep up with it: since most shows are live streamed, you don’t need a front row invitation to be availed of catwalk trends. But also use your favourite fashion editors’ / influencers’ feed as footnotes: what you do miss watching online is the gossip, colour and microtrends.

Scan as many front row / street style / party pics as you can find: more than any other fashion capital, what’s worn off the catwalk is as salient as what’s on it. The parties are coming particularly fast, fabulous and furious this season: see Wednesday night’s starry Chanel dinner, held at the V&A, for starters. 

Lastly, if you’re owed an email by a fashion editor, this probably isn’t the week to hound them, or be offended by a no-reply. Only the most urgent missives will be responded to. If it can wait, let it.