London Fashion Week has come and gone, more a mini-break than a week. The different approaches taken by designers were interesting – a limited offering of small in-person gatherings and appointments with a chance to see the clothes in person, which is always important. But there were also a lot of films, some of which were straightforward showcases of the collections and others a reflection of the time we are in, such as the heart-warming offering from Halpern that saw him dressing frontline workers in his glamorous pieces for next season.

One thing I noted is that a 20-minute film of a show (naming no names) feels a hell of a lot longer than a 20-minute IRL show. But the advantage is that you can at least fast-forward a film…

Another take-away is that the most helpful PR teams have not assumed the journalists who are WFH (ie me) have sat at their desks for the entirety of schedule tuning into the live-streams. But even if they have, the best PRs have followed up after the show with a link to the film, a press release and imagery. What’s surprising is how many don’t do this. Those expensive LFW assets need to be seen.

Make sure they are shared with as many members of press as possible.