The Mighty Fashion Week FROW

Last week, all eyes were on London as another hugely successful fashion week and celebration of British fashion was carried out with expert precision.

Over the past few years London has firmly cemented itself as one of THE great fashion capitals, alongside the likes of Paris and New York; with an array of leading designers including Vivienne Westwood, Tom Ford and Matthew Williamson all choosing to unveil their new collections on the UK stage.

However, whilst we still all wait with baited breath to see what trends will saunter off the catwalk, dictating our wardrobes for the season ahead, there is now another side to fashion week which is increasingly grabbing our attention – the highly contested FROW (Front Row)

The regulars:

Without a doubt, the queen of the FROW is US Vogue Editor-in-Chief Anna Wintour, whose impeccable style and icy demeanour has become ‘part of the furniture’ at all major fashion weeks across the globe.

Image Courtesy of Alex Geana, flickr. com

Image Courtesy of Alex Geana, Flickr. com

What is most interesting to note, however, is the way that Anna’s front row companions have evolved in recent seasons,  with key industry insiders slowly being replaced by a mix of Hollywood A-listers, it girls and reality stars.

Fashion houses have become increasingly savvy to the power of celebrity as well as the increased public interest in their shows – thanks to the advent of online fashion news and social media. Designers have recognised the importance of filling their FROW’s with the hottest and brightest stars with the aim of cementing their position amongst key influencers within the ‘fash pack’ whilst at the same time broadening their appeal amongst potential consumers.

Burberry is a great example of a fashion house who has managed to transform their LFW catwalk show into a who’s who of the British entertainment industry – capitalising on PR opportunities and guaranteeing themselves front page coverage. At their recent London show, the front row included the likes of: Naomie Harris, Harry Styles, Tinie Tempah, Alison Mosshart, Cat Deeley, Poppy Delevigne, Laura Mvula, Bradley Cooper, Olivia Palermo, Jamie Campbell-Bower, and of course…. the great Anna Wintour!

Image Courtesy of rai araujo, flickr. com

Image Courtesy of rai araujo, flickr. com

Looking ahead

With the baton currently being passed from Milan to Paris, it will be interesting to see to what extent European powerhouses such as Louis Vuitton, Chanel, and Christian Dior play to these current trends? We shall have to watch this space!


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