500 people queued outside the doors of the Store X, 180 Strand, hours before the first show started on Saturday, 16th of February. ‘’I don’t know why they’re doing this, they all have tickets!’’ the security guard standing at the backstage entrance laughs.
The retail focused event was launched by the British Fashion Council in 1998 to allow consumers to turn into industry insiders twice a year, in February and September, and to engage closely with British designers. It was formerly known as London Fashion Weekend until the 2017 version.
This year, the 21st edition offered an exclusive conversation around ‘’positive fashion’’, or how to buy less, buy better and buy smarter. BBC Earth, the British Fashion Council and Mother of Pearl, a sustainable and ethical luxury brand, discussed their contribution to the fight for a healthier planet, and encouraged the public to follow their example.
Clara Amfo, the day’s and BBC Radio 1 host, summed up that ‘’anyone can stop buying two pounds H&M t-shirts that we all chuck away straight after, and start thinking about which brands offer a more ethical approach to Fashion and how we consume it in 2019.’’
But when the tickets range from 135 to 245 pounds, who will this message reach?
‘’Most of the people present today are Influencers, they have a strong number of followers on social media. The message will spread itself’’ says Amy Powney, of Mother of Pearl. Let’s hope that social media influencing will manage to build itself a helpful reputation.