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Thoughts From London Fashion Week Spring Summer ’17

Thoughts From London Fashion Week Spring Summer ’17

Thoughts from London Fashion Week SS17, FashionBite

London Fashion Week has come to a close for another season and I saw some fantastic catwalk shows and designer exhibitions at the British Fashion Council’s main show space at Soho’s Brewer Street carpark, alongside outside event spaces such as Fashion Scout. There is always such an amazing energy and creativity around London Fashion Week, I love going and I find it really inspirational.

This season, I also added an additional twist by being 8 months pregnant! So it was definitely flats all the way…

London Fashion Week SS17, Emily Seares, 3

I’ve been attending Fashion Week for many, many seasons now. First, as a fashion reporter for Drapers magazine, then as a front row blogger for London Fashion Week’s On|Off event space and subsequently reporting here at FashionBite, along with a photographer and team of interns. I’ve seen a lot change over the years but the biggest change this season has definitely been the buy direct from the catwalk option, pioneered by the likes of Burberry. Consumers can now see a collection on the catwalk and it will hit stores instantly, rather than months later, missing out the fashion editor and buyer in many ways, whose job is normally to dissect the trends for their readership/customer.

FashionBite's Emily Seares at London Fashion Week, SS17 2

This definitely appeals to the modern Instagram generation, where we see something and instantly want to buy it. It also feeds more into the “democratisation of fashion” notion which is moving high fashion away from the elite few and into the hands of the mainstream. But, what does it mean for the future of events such as London Fashion Week, or New York, Milan and Paris for that matter? It’s difficult to say. A catwalk show is a marketing/branding exercise as much as it is a showcase for the designer’s newest collection, a bit like having an expensive flagship store on Oxford Street, so in some respects there will always be a case for it but things will undoubtedly change.

But, what about this season….

One of my favourite things to do at London Fashion Week is to see some of the exciting new designers on show at the designer exhibition space. I’ve included my ones to watch below:


London Fashion Week SS17, designers to watch, Teatum Jones, 2

London Fashion Week SS17, designers to watch, Teatum Jones


London Fashion Week SS17, designers to watch, Susana Bettencourt


London Fashion Week SS17, designers to watch, Camilla Elphick

London Fashion Week SS17, designers to watch, Camilla Elphick, 2

3. Camilla Elphick, SS17

London Fashion Week SS17, designers to watch, Nocturne


London Fashion Week sponsorship deals become more and more prevalent each season and I was invited to some of the shows by headline sponsor, Sunglass Hut, sporting some new Ray Bans of course!

London Fashion Week SS17, Emily Seares in Ray Bans

Pic taken from Instagram @FashionBiteUK

I was also a guest of Crabtree & Evelyn, who sponsored the Fashion Scout Event space with their #HandsOnFashion Botanical Emporium, where we could try out their gorgeous products and have a hand massage.

London Fashion Week SS17, Crabtree & Evelyn stand, Fashion Scout

Follow me on Instagram @FashionBiteUK to see more from what I got up to at London Fashion Week this season.

Emily Seares is an award-winning magazine editor and journalist and the founding editor of FashionBite. She was featured in VOGUE's Digital Powerlist Top 100 and is a quoted style expert for most national newspapers and magazines.

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