Name: Amber Atherton
“There is no better way to close an exciting Fashion Week than watching the shows of Britain’s most exciting new designers”, says Amber Atherton.
The day started with the mega exciting launch of Anya Hindmarch’s voyage of self-discovery. It was a super smart move to combine astrology – a personal much loved female point of guidance – with e-commerce. A digital start to the day lead to deep discussions on the relevance of concepts and fun in online experiences.
So much later and we were dashing off late to possibly my fave show of LFW, Fashion East. The packed venue was full of familiar faces, as we said hello to birthday girl Pixie Lott and caught up with Chelsea Leyland. The show began and the camera flashes on Harry Styles calmed down to give way to the AMAZING collection by Ryan Lo which was a strawberry shortcake dream.
A little bit later, Claire Barrow’s Fashion Monsters was an eerie barefooted show of hand-painted glory – but most of all I LOVED Happy Ashley Land aka Ashley Williams! Her ‘dream boat’ collection was full of fun, mixing boating chic with the cowboy edge of Miami Vice! Despite the rain that poured down, London Fashion Week had reached to an end in the best possible way. Under the Fashion East initiative, three of Britain’s most exciting new designers had just presented their amazing collections – all under one umbrella!