LONDON FASHION WEEK 2024
AFRG CLUB founder Alexandra will be hitting the streets of London between 07 - 09 June 2024; attending events and panel discussions as part of London Fashion Week 40 year celebration presented by 1664 Blanc.
Key Theme - Ignite cultural moments in London with a focus on menswear, spotlighting London's position as a world leading cultural capital.
Explore AFRG CLUB Photos From London Fashion Week
London Fashion Week Back Story:
How did it all begin?
London Fashion Week was originally organised by the British Fashion Council (BFC) for the London Development Agency with help from the Department for Business, Innovation, and Skills. It has remained a highly prestigious showcase of upcoming designers and long-standing brands, orchestrated by the BFC in collaboration with partners each year.
The first London Fashion Week took place in February 1984, and is considered the youngest of the ‘Big Four’(a.k.a. London, Paris, Milan and New York City).
The narrative of London Fashion Week has for the most part stayed the same, described as a jam packed extravaganza of talks, presentations, exhibitions, catwalk shows, and endless runways.
What some of you might not know is that the first London Fashion Week took place in the Commonwealth Institute’s car park in Kensington, and through the 90’s played host to London’s club scene, counterculture and forward-thinking designs; with supermodels eventually taking over places such as The Ritz to showcase designs.
Legendary designers in the early days included Mary Quant, Ossie Clark and Barbara Hulanicki’s Biba, Vivienne Westwood’s punk provocations and Alexander McQueen.
Looking Forward:
One element of London Fashion Week that has evolved overtime is the presence of ‘street style’, with photographers looking to capture not only inside venue spaces, but a look at what people on the outside deem fashionable.
Likewise, London Fashion Week has become more accessible to the general public, providing opportunities to attend pop-up spaces, and in-store brand days taking place alongside the bigger events, so everyone gets a chance to experience what London has to offer.
London Fashion Week Schedule:
Theme - culture, wellness and craftsmanship.
The three cultures informing the exhibitions at the ICA are: Black culture centred around self-love captured by photographer Stephen Akinyemi; South Asian culture with focus on pattern,textile and craftsmanship captured by photographer Tami Aftab; and queer culture, with a spotlight on young creative voices from the trans+ community captured by photographer Dani D’Ingeo.
Panel speakers will include fashion designers Charles Jeffrey, Charlie Casely-Hayford and Rejina Pyo, as well as model and activist Munroe Bergdorf, model James Corbin and disability campaigner Victoria Jenkins.
London Fashion Week - Day 1:
The British Fashion Council took over the Institute of Contemporary Arts for a curated programme of events, including the ‘cultures’ exhibition featuring three guest curators, the BFC explored Black culture centred around self-love; South Asian culture with focus on pattern, textile and craftsmanship; and queer culture, with a spotlight on young creative voices from the trans community.
London Fashion Week in June is complemented by the “40 for 40” schedule, including a line up of 40 activations hosted by leading British brands and designers across the city including; catwalk shows, presentations and events.
Catwalk, and exhibition:
The Lore of Loverboy - Charles Jeffrey
Exclusive to Somerset House, with a private viewing June 07, open to the public June 08 - 01 September.
The exhibition has been co-curated by Charles Jeffrey LOVERBOY, Jonathan Faiers, Bunny Kinney and Somerset House. The exhibition designer is David Curtis-Ring.
On display are some of his earliest works inspired by style icons such as Andy Warhol and Vivienne Westwood, and outfits worn by the famous such as Harry Styles, Charli XCX, Tilda Swinton, Faris Badwan of The Horrors and K-pop star Mino.
LOVERBOY, which started in London, is now an international fashion powerhouse almost 10 years later, carried in over 90 stores across the world, and employing a team of ten full-time staff. Drawn to the inherent magic in queerness, Charles and his collaborators add to the brand’s story with each passing season.
London Fashion Week - Day 2:
Panel Discussion:
Diversity in creative industries: Simran Randhawa, Lea Ogunlami & Darkwah.
Vogue Business journalist Maliha Shoaib sat down with brand consultant and creative Simran Randhawa, i-D Magazine host and presenter Lea Ogunlami, and multi-disciplinary artist Darkwah to discuss their journey within the industry and prejudices they have faced.
Key Takeaways:
Diversity - truly being able to connect and engage with everyone.
Going through a career- means deciding how to navigate what you want people to perceive you as, and fully step into identity.
Media, fashion and publicity - questions asked include how is diversity actually being included? Understanding brands and knowing the why. Why do you want to connect with these people and are they the right fit for you/values?
Miscommunication - can happen without actions of diversity.
Interviewing people from diverse backgrounds - going the extra mile - London Fashion Week for example can be so much more than the clothes.
We all have the power to be able to tell stories.
What happens behind the camera is just as important as being in front of it - for example we may see a diverse girl walking the runway but what happens once the cameras stop rolling? Is this person taken care of, includes stylists putting in the effort.
Authenticity - means casting a community and choosing styles that suit their needs / being able to have an opinion.
‘Strategic thinkers’ - consumers can see through heavy marketing without a clear message.
The idea that everyone can be an ‘influencers’ through their own niche.
Community - if you have looked for so long and not found what you wanted…it is probably because it is your time to shine, and you will be the first to do the thing you are doing.
Pop-up spaces - Covent Garden MUI MUI Summer Reads :
Luxury brand MUI MUI kicked off its summer season style by converging fashionistas into eager readers, championing Italian women through storytelling. For a limited time MUI MUI is offering consumers the chance to pick up a book and get inspired.
Tucked away in Covent Garden, MUI MUI paraded a campervan filled with books to hand out between June 07 and June 08, underpinned by London Fashion Week.
Texts by females include Alba de Céspedes’ Forbidden Notebook, Sibilla Aleramo’s A Woman and Jane Austen’s Persuasion, with Miu Miu branded popsicles up for grabs as well.
As part of select city locations, MUI MUI will be hitting Milan, Paris, New York, Seoul, Shanghai and Hong Kong and from June 8 to 9 will stop off in Tokyo.
Display room and designer showcase - The Botree Hotel, MarylebonE, London:
AFRG’s last stop on Day 2 included visiting the luxury bridal brand
DI PETSA and reviewing its Pre-SS25 WET BRIDES ACT 2 - EROS IN PAIN ahead of the Digital Discovery Lab showcase on June 09. The resort capsule collection featured a number of sheer wet look designs, inspired to fit any body type, oozing fluidity and uniqueness. Altogether, DI PETSA aimed to embody bridal, swim and the first foray into Menswear - with a subtle hint as to what’s coming for the main SS25 collection in September.
DI PETSA takes pride in telling different stories through its designs, capturing the true nature of the body wearing its clothes. The capsule collection featured 20 looks, all white bridal wardrobe preying on emotion as a powerful storyteller.
From slinky white long dinner dresses, with drapery and wrap across wetlook body elements, to gold hanging eccentric jewelry chains fit for any occasion, DI PETSA takes us on a journey of self discovery, open to our own interpretation.
London Fashion Week - Day 3:
Digital Discovery Lab Presents -
FLORIAN WOWRETZKO SPRING SUMMER 2025 EROSAO - Link
Genevieve Devine // Desire Paths // June 2024 - Link
Nicole Zisman Interview - Link
Clara Pinto ‘Wool Couture’ - Link
Clara Pinto Capsule Show In—Person:
The show included a fashion film screening, a textile installation, and a live performance by a Tango orchestra.
For her latest womenswear collection titled ‘Wool Couture’, Clara Pinto presents a short film to depict the analogy of the relationship between the natural materials she works with and nature's diversity.
