View a full range of our ebooks

View full library

Explore

Our Location

The PHA Group
117 Wardour Street,
Hammer House,
London,
W1F 0UN

0207 0251 350
info@thephagroup.com
PHA Digital Studio
Fourth Floor,
47 Dean St,
Soho,
London,
W1D 5BE

0207 0251 350
info@thephagroup.com
PHA Finance Department
117 Wardour Street,
Hammer House,
London,
W1F 0UN

0207 0251 350
info@thephagroup.com

The Mighty Fashion Week FROW

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!

 

The Future Of The Fashion Show

The London Fashion Week, the hottest ticket in town, is normally only experienced by a privileged few. However, it’s 2013 and Topshop has partnered with Google to launch the first interactive live streamed fashion show.

Catwalk fashion show runway london fashion week

Courtesy of Ines Hegedus-Garcia, flickr.com

A customised YouTube feed will allow live-streamed content from the red carpet and behind the scenes. Google+ will host a digital diary fronted by the models and access to stylists behind the scenes. Google Hang Outs will allow people to speak directly with the design team at Topshop HQ. The “Be the Buyer App” will enable users to get tips from buyers on how to put catwalk looks together. HD micro-cameras, worn by the likes of Cara Delevigne, will allow viewers a models eye of the catwalk. The London Oxford Street store will allow shoppers to take photos and upload images to an interactive window display. There will also be a live ‘tweet off’ where followers of @Topshop will be challenged to review the show in 140 characters or less to win VIP tickets to the next show.

Burberry set the trend in 2011 of offering fashion fans access to aspects of the shows that had not been previously available (putting live clips on YouTube and displaying backstage images via Instagram and Twitter) and it is no coincidence that the man leading the innovative runway experience, Topshop CMO Justin Cooke, is the former vice president of global communications at Burberry.

Could this collaboration change the way designers think about catwalk shows forever?! Let us know what you think.