New York, London, Milan, Paris… London?

New York, London, Milan, Paris… London? What, again? This season, the international fashion schedule looked a little different. Usually, it ends with Paris. This time, it ended with London, the city staging something of a mini-encore, as several designers whose original show plans had been affected by the death of the Queen chose to reschedule this week. Joining Alexander McQueen (who’s been showing in October since lockdowns lifted) were Roksanda Ilincic and Raf Simons, while Prada and Marc Jacobs both chose this week to throw parties for their respective fragrance and store launches. The British Fashion Council, meanwhile, orchestrated a series of events and promotions to highlight London’s creativity. 

Why now? Frieze. If London Fashion Week seems opaque to outsiders, London’sart fair feels even more so. Every October, a slew of international art lovers descend on the city whose wealth dwarves those in the fashion world. Recession means nothing to them, and our weak pound will have them spending more than ever. It makes absolute sense that McQueen and Ilincic should capitalise on their presence in London: the wealthy art elite are their natural clients. Fashion and art have always been bedfellows, and their relationship has never been more symbiotic. For trends and news hooks, if they aren’t already, fashion PRs should be watching Frieze with a gimlet eye.