Buzz Before London Fashion Week Edit

Designers are drastically pinning and trimming in their studios whilst buyers are jetting in early for some pre show champagne and luxury dinner dates. The build up to London fashion week is both an exciting yet anxious time that helps put the buzz in the air around this fashion capital. And for this time around, 10-15 feb, the expectations are high. According to Hilary Riva, chief executive of the British Fashion Council, journalists are flying in from new markets like Russia and China and buyers from Europe and the Middle east.Averyl Oates, fashion director of Harvey Nichols says she usually stocks Giles Deacon, Jonathan Saunders, Christopher Kane, Marios Schwab as they provide “standout creativity”.“There’s something very special and quirky about the English, that you can’t find with a Chanel or Louis Vuitton,” says Aliona Doletskaya, editor in chief of Russian Vogue.

However, it is the new, emerging talent that is most anticipated. Nurtured by Central St Martins fashion collage and sponsored by London Fashion Weeks New Generation awards, their will be shows by new designers such as Christopher Kane, Duro Olowu, Erderm, Krystof Strozyna, Louise Goldin, Marios Schwab, MeadhamKirchoff and Todd Lynn. The event is set to be a week full of creative, eclectic and fantastically diverse fashion by young, hip yet business savvy british designers.

For more information and to see pictures of all the designers collections from previous shows visit www.londonfashionweek.co.uk