Attending London Fashion Week
What I learned as an average USD student
Mei Flory / Contributor / The USD Vista
So, how does a third-year USD student in the middle of studying abroad with no ties to the fashion world get the chance to attend two shows? I’m still wondering that myself.
London Fashion Week, which took place from Feb. 18 to Feb. 22 this year, is considered one of the “Big Four” fashion shows and features over 200 designers residing in the United Kingdom. Big names in the fashion industry such as Burberry, JW Anderson, and Victoria Beckham often appear on the roster each year, and many upcoming designers get the chance to debut their collections to large audiences. With both a physical and digital schedule, along with the exciting shows and diverse street styles, it’s no wonder London Fashion Week is such an exhilarating time of the year in the city across the pond.
About half of the shows are usually invite-only and restricted to a select few, namely: celebrities, fashion editors, stylists, and models. Photographers, influencers, and buyers who are well-established are also included on the list, but certainly not the average citizen. Yet, it never occurred to me that for some shows, one can simply send an RSVP and hope for a reply. That’s exactly what I did.
After browsing the full schedule on the website, I emailed a few designers expressing interest in their shows. My closest connection to the fashion industry was my position as an A&C assistant editor, so I explained that I wanted to write an article about all the events and designers in London — all of which were true statements.
Two days later, I received a reply from the Silk Road Fashion Event PR Director that I may attend their evening show, titled ‘Time Traveller’.
The Silk Road Fashion and Jaded Life Collective event were the first of the two shows I attended. It taught me several important lessons, not just about London Fashion Week, but also about optimizing each and every one of life’s opportunities.
Reject Rejection
Before sending out emails, I realized that the worst thing that could happen was not getting a reply or receiving a rejection. If I did, then I wouldn’t gain anything, but I also wouldn’t really lose anything either. With that in mind, it became much easier to ask if I could attend.
If anything, I put my name out there and increased my chances of scoring a seat at the next show. Maintaining a neutral mindset prevented me from getting my hopes up, but it also allowed me to reject the common belief that nothing could be worse than rejection.
Taking risks became way less scary when I realized that the consequences were really minimal.
After this experience, my attitude about asking for the things I want and advocating for myself changed for the better — it will definitely carry over to my life at USD. Even for situations such as joining a new club, speaking up in class, or applying for an internship at a big company, taking the risk to put oneself out there could be and can be life-changing.
One shouldn’t let the fear of rejection prevent them from going after what they want.
Making Friends
Believe it or not, fashion shows also function as huge networking events full of incredible people from all different fields and backgrounds. Journalists, photographers, friends of friends, influencers, and first-time attendees (like me) are much more friendly than one might think and are often willing to connect.
As any business major would say, networking is key. Talking to more knowledgeable attendees such as Rose (@roscherr on Instagram), an influencer and model under Phoenix Model Management, helped me learn more about how to get invited to future events, as well as where all the after parties would take place.
While navigating through career fairs and future plans, I’m finding that knowing the right people really helped me get to the places I wanted to be. In addition to taking risks, talking to more experienced people in any field can give one the inside scoop on what really happens behind the scenes.
Not only does it help in advancing one’s career, but it also gives one a better idea of whether the work they’re pursuing is the right fit for them.
Pop-Ups and Other Events
The fashion shows aren’t the only events happening in London during Fashion Week. Stores such as BOSS, Browns, and French Connection hosted promotional events and sales in honor of Fashion Week.
The London College of Fashion hosted a special showroom featuring incredible works of art from the school’s graduate students.
Even some restaurants such as Gaucho prepared special menus and drinks to celebrate. Taking time to explore other events across the city led to more opportunities, including a quick tour of London’s Chinatown.
Have Fun
My “imposter syndrome” smacked down my god complex the second I sat down in a front row seat at the Silk Road Fashion and Jaded Life Collective show. I didn’t deserve to be there.
I shouldn’t be considered “press.” I’m just a student who got lucky.
But when the models in their shimmering gowns, sharp suits, and high heels walked across the runway, I forgot about all of that and stared in awe at the fashion itself. I thought about how the designers must have worked endlessly to see their clothing in motion.
The event coordinators must have struggled to get the right venue and set up the guest list. The models flawlessly strutted down the stage, never daring to show their nerves.
Everyone there worked hard to make the show a success, and I hoped that as an audience member, I showed my appreciation.
Being at London Fashion Week isn’t about me or my insecurities at all. It’s about loving fashion as an art form, trying new things, meeting new people, and having fun.