Becky Lawson

Retailers: How to do London Fashion Week

London Fashion Week Men’s is back again, and still remains one of the most iconic dates in the fashion calendar. Global brands come together over four days, showcasing their latest collections in front of the press, buyers, stylists, designers, influencers and fashion lovers across the world.

Fashion Week takes place twice a year and with the addition of London Fashion Week Mens, it gives fashion retailers various opportunities to expose themselves to buyers, brands and everyone you can think of in the fashion industry.

But what brands forget about is the valuable content they could be creating around this iconic event. Fashion week is searched, watched and viewed by millions across the world, so it’s the perfect opportunity to expose your brand.

So, where do you begin? How do you as a brand attend London Fashion Week and what do you do once you’re there? Gianni from our Social Media team gives us 5 top tips for attending and getting the most out of Fashion Week as a retailer…

How do I go to London Fashion Week?

Most people presume you have to be high up in the fashion industry, an influencer, celeb or designer to attend London Fashion Week, but the reality is: anyone can. There are various events during the Fashion Week period where anyone can attend.

You’ll see a lot of executives, bloggers and fashion enthusiasts standing around 180 The Strand taking street style pictures of attendees of these shows. This is the perfect opportunity for firstly, style research, but also content for your social media and blog.

Designers are also striving to become a lot more accessible. Burberry in 2017 decided to not only feature their latest collection on the catwalk, but also launched an exhibition celebrating British heritage that was open to the public throughout September and October.

Christopher Bailey, Burberry’s chief creative, told Huffington Post UK: “The changes we are making will allow us to build a closer connection between the experience that we create with our runway shows and the moment when people can physically explore the collections for themselves.”

model in grey long coat walking on catwalk

Fashion Week will be a highly searched term, before, during and after the period, so it’s essential to create engaging online content. Plan content for your websites blog, for example “The strongest street style from London Fashion Week 2018” or “Key trends this season: Fashion Week”. The best part is taking your own pictures there. Most attendees of the show will happily pose in the street for a photo of you, and you’re most likely to come across many celebrities, influencers and models so be sure to tag them into the photos you publish. A repost from them could be huge exposure of your social accounts and links back to your site.

You either need to be invited by the designer’s press team, or apply for a ticket yourself as all shows are invite/ticket only.

male models lined up on catwalk

To apply for London Fashion Week tickets, head over to the official website and all press contacts are on each designer page. There’s also a list of all designer PR contacts that you can look through and select the ones you’d like to attend.

Click here for London Fashion Week

Click here for London Fashion Week Mens

Now all you need is a well written email and a reason why you should attend. This is where you’d probably mention your position in the company, a bit of background about yourself and who you work for. The brand should then get back to you within 7 days of the show.

male model wearing mustard jacket on catwalk

Network, network, network. London Fashion Week is one of the biggest networking events of the year and if you’re in fashion retail, it’s an open door to plenty of opportunities. Make sure you have business cards at hand and don’t be shy.

The next best piece of advice I can give would be to simply, watch. Be observant of what’s going on around you. The clothes, the production of the shows, what pieces people are paying most attention to. Take photos, lots of them – models, venues and attendees and use this in content across social media wherever you can.

Find out more:

To see our insider guide for tips on your social media coverage, what to take and where to get the best pictures, take a look at Gianni’s Insider Guide here.


Fashion Week Mens AW18: 8-9th January 2017

London Fashion Week AW18: 16th-20th February 2017

London Fashion Week Mens SS19: June 2018

London Fashion Week SS19: September 2018

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