Clearsilver goes to… London Fashion Week 2015!

London Fashion Week brings together some of the greatest national, and international designers in a flurry of dazzling shows, A-list guests, and glamorous parties. This year, I was lucky enough to witness this first hand.

The lovely PR team at Wella invited me to the PPQ London show, which took place on opening night. One of our clients, Leeds and Barnsley based award-winning salon, Russell Eaton, was responsible for styling the hair of the models, so I was invited down to witness the process. Excitement was an understatement. A very, very big understatement.

I made my way to London, with a few things in mind that I wanted to do before the show began – I really wanted to be able to soak up the atmosphere beforehand. I timed my arrival into London for the reveal of Temperley’s exclusive Fashion Week window.  The window features three 4D Alice in Wonderland statues, dressed in the most gorgeous Temperley outfit. Definitely worth a look if you’re in London during Fashion Week.

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Another thing that I wanted to make time for whilst in London, was the student exhibition at the London College of Fashion. #LCFMA15 is a fantastic exhibit, I was so, so impressed with the student collections. If you’re a follower of fashion, personally, I think that it’s key to keep up to speed with the stand-out student designers – they’re the ones paving the way for the future of British fashion.london-fashion-week-3

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As you can see from the photographs, such a huge amount of work went into this exhibition, and it’s great that the students get the chance to showcase their work at such an iconic event.

One of the highlights of the exhibition for me, was the shoe section (of course, I am a female, after-all!), not quite sure how I’d handle a night out wearing this particular pair, however…

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I’d been so excited ever since the PPQ invite dropped into my inbox, that the time from finding out that I was attending, to this day, seemed to fly. So, you can just imagine how fast the actual day went. Before I knew it, it was 7:30pm – and time to meet the Wella staff at Radio Bar, in the ME hotel.

I turned the corner, and saw a branded LFW car – reality hit as Somerset House came into view, and I was suddenly surrounded by designers’ posters and fashion-forward Londoners, the atmosphere was truly amazing.

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Once I’d met the ladies in Radio Bar, I was treated to a lovely glass of Prosecco to celebrate the evening, we were all extremely excited, as you can imagine. This excitement quadrupled as I was told we were going to go backstage. Backstage. At PPQ. AT LONDON FASHION WEEK!

We walked into the pre-show area, and were instantly confronted with the frantic organisation of products, and PR teams rapidly writing on-the-spot press releases and social media updates. Models were running from hair, to make-up, to wardrobe; TV crews and photographers catching every moment they could. It was so fast-paced and exciting – it’s unreal to see the work that goes into the shows from behind the scenes.

Rob Eaton and Jodie Palmer from Russell Eaton – along with a team of other stylists – were doing an amazing job with the hair. The pressure was certainly on as many of the models ran in from a previous show, giving them an extremely limited timeframe to get the job done.

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I was surprised that we were able to stay backstage for such a long time, amidst the rush, it gave us some great social content and photographs – which was ideal as I was live-tweeting from both the Clearsilver and Russell Eaton Twitter accounts!

Below, you can see Rob adding the finishing touches to one of the (very beautiful) models, who happened to be ex-Made in Chelsea cast member, Ashley James, who was making her LFW debut at PPQ that evening.

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When it was time to go round and actually watch the show, I have to admit, I was on celebrity watch. We were seated only two rows from the front, which meant I had a prime view of the all-important FROW. Next thing I know, Sam Faiers, from The Only Way Is Essex, sat down directly opposite me, and she was soon joined by Jade Thirlwall from Little Mix.

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It was a full house, with people standing at the back, and a huge crowd of paparazzi at the end of the runway. The lights dimmed, and the first model came down the catwalk. The atmosphere was electric, and the clothes were absolutely beautiful. The brand was created by designer duo Amy Molyneaux and Percy Parker, who led the drainpipe jean trend, dressing icons such as Amy Winehouse and Pete Doherty.

The theme of the collection was gothic, but with a distinct feminine edge – delicate lace, soft sculpturing and sheer panels creating beautiful silhouettes. The Russell Eaton team mirrored this perfectly in the hair design. The show itself was extremely atmospheric, reflecting the pieces in the collection.

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If being personally invited to attend London Fashion Week wasn’t good enough, being able to go backstage was beyond amazing. It was a truly unforgettable evening – thank you to the team at Wella for the invitation, and the girls at Talk PR for creating a great environment backstage. Finally – a huge well done to Rob and Jodie for doing such an amazing job with the hair! Now, time to count down the days until next year. Unless somebody would like to kindly offer to take me along to Milan or Paris…?

Follow Eve on Twitter @EveEastwood

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Clearsilver Brand Marketing

We set up Clearsilver Brand Marketing in 2006, having spent our early careers with UK Top 50 agencies, building some of the world’s best-known FMCG, pet care and other consumer brands. A full-service agency based in Leeds, we work with clients in a broad range of sectors throughout the UK and Europe.

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