I am rapidly coming to terms with the fact that I am always going to be a little bit too analogue to understand, let alone predict what will happen next at London Fashion Week. I have dealt with “standing is the new sitting” and the endlessly nagging question that pops up far too often when I see the more avant-garde collections, “how on earth do they pee?”
So, I am admittedly a little gun shy, however, at the opening of the NAMES presentation, some of the newest international talents in fashion were united and presented during a mammoth 3 hour period during a series of contemporary experiences at Somerset House.
Over 600 guests walked through the doors to attend the presentation. Enjoying gourmet snacks and drinks thanks to sponsors Ciroc Vodka and Don Julio, while the dj set powered by Tonteria Club made even models from 777 castings get off the stage and dance with guests.
An immersive fashion experience across multiple rooms saw NAMES presenting three innovative creative concepts:
The main space was dedicated to three of fashion freshest talents In Gold We Trust, SYGYZY and Inkover. On trend the space embodied the essence of London soul through a set design inspired by street style and urban vibes using tyres, oil drums and wooden pallets.
The Unboxing Room was where the newest designers showcased their collections in a multi levels space made of plinths and up-cycled cardboard boxes with recent grad designer Maximillan Rittler as headliner. An inclusive-fashion showcase that merged womenswear to menswear and plus size on a mix of models and beautiful mannequins signed H.O.L. group.
NAMES presentation ended with the final room designed for NY based designer Landeros New York. Their exclusive space saw 13 models choreographed in foil walls, Comme des Garçons chairs and an inner catwalk that truly allowed Landeros designs to make a bold statement in his first debt in London.