London Fashion Week: Your Survival Guide

UK’s love affair with fashion is stronger than ever before, and rightly so after its been reported it’s a £27 billion industry. It’s fair to say, we just can’t get enough of it from activewear to ready-to-wear to beauty and accessories.

We scroll through the #OOTD tag on Instagram, we flick through countless magazines to find the latest trends, we spend hours window shopping (it counts as exercise, okay), we pretend we are rich and add hundreds of £££ to our online shopping basket, because #fashion. And so it is that twice-a-year Soho’s streets turn into a fashion wonderland to show off all of the forecasted season trends at the highly anticipated London Fashion Week. Though you or I might not be invited to the FROW (that’s the front row), this won’t stop us from getting up to our elbows in all the happenings of LFW twenty-sixteen.




So what is LFW all about?

Organised by the British Fashion Council, it takes place twice-a-year and gives top international talent a chance to present their collections to global press, industry buyers, bloggers, photographers and chancers. It’s official location is Brewer Street Car Park in Soho, but designers also take their shows elsewhere, such as the Royal Opera House to the Turbine Hall at Tate Modern, where Matthew Williamson hosted the venue’s first fashion show in 2011. It’s a place where real trends are born, discovered, and worn by the hottest of the hot, the coolest of the cool. Get your cameras at the ready, as A-listers and fashion royalty dash from fashion shows, Q&A interviews, panel discussions, catwalk presentations, street-style photographers and alike all across the city (also note that there is also access to exclusive shopping events at industry insider prices #jealous).

What to wear to LFW…

If you are going to make your way into Soho, you’ve got to look the part. Don’t just go for ‘on-trend’, this is a time where you can express your true self, whether that’s effortless chic, bold and bright or loose and casual. And just as the clothes are essential to getting right, so too is footwear as you most likely will be giving your health app a serious work out. For those who don’t have the luxury of an air conditioned town-car to take you from show-to-show, a pair of adidas Stan Smiths or Originals is a must for all of the working bound to go down, unless you want to be daring an opt for a truly statement pair of heels. Whatever your style, just make sure you wear it proudly!

If you want to take on a sports-luxe vibe, look to our key pieces from team AiS that we would be packing into our LFW ready-to-wear rail…  








What to pack for LFW…

Coming in from outside of London, you’re going to be in for a long day so (some days can be up to 18 hours long of viewings) you want to be wide-eyed and ready for the whole thing, from morning trend spotting, to evening events and cocktails. Be prepared, but keep in mind you’re going to be carrying your bag all day, so think if you really need that third outfit change. Alongside your purse, keys and phone, what else should you bring?




A great bag – Obviously. Backpacks are all the rage right now; they’re practical, chic, and bring a touch of sport-luxe to any outfit while making you look like a prepared, on-the-go city woman who has her sh*t together. Lucky for you, you can shop our full range here.

Lots of H20 – I don’t think I need to explain this one. You know it, girl. Make sure you’ve got your water bottle at the ready because between double-Americanos and Prosecco, this will be an essential lifesaver.

Yummy, easy snacks – It’s going to be a long day. Don’t get caught short, check out our healthy grab and go snack ideas. Trust us on this one, you will need all the energy possible so load up on protein-rich snacks.

Handy dandy notebook – It’s going to be a hectic day, and you don’t want to miss a thing, so keep pen to paper and make note of everything you want to look-up when you get home. Apparently there will be at least over 200,000 pieces of content to read up on once it’s all done and dusted.

Obvs your camera – You are definitely going to be copying these trends, so be sure to snap along whether its on your handheld or smartphone, or both. And don’t forget Instastories, Snapchat and Facebook Live.

Your make-up bag – If your outfit is on point, you might be asked to stop and pose for photographers. Just pack some small essentials, such as lip balm, concealer, powder, bobby pins, blush etc. so you can feel fresh faced the whole day.


What to do at LFW… 

You might not be rubbing shoulders with the A-listers, but there are events for us mere mortals to attend. There is a programme of public shows and fairs which take place away from the official schedule, which you can check out on Timeout London top ten events at London Fashion Week, or also the British Fashion Councils. Also, some of the best fashion can be seen outside on the cobbles, with bloggers and fashionistas flocking to London flaunting their uber-chic outfits and letting their eccentric style out. If people watching isn’t your thing, the Saatchi Gallery hosts the public London Fashion Weekend from 22nd-25th September, which lets you experience a dose of Fashion Week glamour up close.




Or maybe you just don’t fancy the hustle and bustle of this crazy thing called London Fashion Week, and that’s ok. Maybe you would rather just stay in and drink a glass of bubbles with your girl friends. If so, then you’re in luck. Most of the shows are streamed live, so you can watch online via the LFW website.


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