HOW I GOT INVITED TO LONDON FASHION WEEK, FEBRUARY 2023
Sometimes the most impactful events in one’s life are unexpected. Since I was a child I believed there are forces we simply cannot control when we want something and are brave enough to meet them. London Fashion Week had always been a life’s dream of mine to attend, but it seemed too far away and exclusive to be within reach. That all changed when I had a chance to visit London for two months in January and February, and received an unexpected phone call from a friend.
My friend, who used to live in London, saw that I would be there for London’s February 2023 fashion week. Even though his opinions towards London were very different from mine, he said in his own words: “your love and passion for fashion is clear from your social media”. He told me about his important connection he could use to get me invited to Fashion Scout’s shows and that I would be able to attend my first London Fashion Week.
was I ready for london fashion week?
I was dumbfounded at first. I knew that I loved fashion. I knew that I’ve been a student of fashion since I was young. I remember the day I discovered London’s Alexander McQueen’s Voss 2001 show on my grandma’s computer when I was a child. It was so alien and frightening to me, but also familiar. It spoke to this inner need I had to express myself through the wearable uncanny. Lee’s bravery and daring nature had always been a guiding light for my own fashion journey. However, I was a kid from Calgary born from a poor upbringing with a single mother. I didn’t have designer clothes, years of experience or networks. Would I be enough?
The truth is in fashion you are never enough. There will always be a seam out of place, a step out of line, or a colour or shade that could be different. But what matters in fashion is that every time you step out the door as your authentic self and wear clothes that express your uncanny - people and opportunities will respond.
As my friend told me during our fateful phone call: “Kid, you have one life. Go dress up and give ‘em hell”.
selling yourself and providing value
After my friend introduced me to the event organizers through email, I sent them a quick blurb about myself. I told them I was currently in marketing, but had a real passion and love for fashion. I was looking to explore London’s fashion scene while there, and even consider this as a viable career. I then showed them some of my fashion photos that could pique their interest. They loved that and the invitation was sent out.
Now, having a connection to these events is important as most are invite only. Nevertheless, sometimes you have to be your own advocate and get your foot in the door. I did cold email every show I could think of in London. I started each subject line with who I was, and what value I could provide. You have to understand that fashion shows are not just a place to appreciate beautiful fashion. They are place for designers, models, media, buyers, and stylists to network, buy, negotiate, and more importantly, conduct business.
Yes, fashion is a business, a multi-billion dollar business in fact. And the reason why fashion capitals like London, New York, Paris, and Milan are so important is because they lead the way not only in the creative aspects of fashion, but the business side too. Fashion shows don’t have the incentive to bring just anyone into their shows if they have limited space. They need influential people to either produce their shows, market their shows, or buy their products. Looking back, I was a bit too unfocused with how I approached these shows. I didn’t call myself a stylist or model or fashion professional, and I had a small social media following. Most responses I got were polite, but they were not invitations.
It’s a tough thing to sell yourself. But take it from Lagerfeld, marketing is fashion’s very core. Make sure from the start you show the value you can add to the show whether as a influencer, buyer, stylist, or networker. If you are still starting out and don’t have much value to bring yet, don’t fret. Volunteers at fashion shows are much appreciated. Even though it may seem unglamorous to volunteer at a show - we all have to start somewhere. Volunteering gives you backstage access to very influential people, and the chance to show your worth and network.
Luckily, I did get one extra response. I was also able to attend the prestigious and star-studded Moncler “The Art of Genius” show because of the value I was able to convey.
How to dress for fashion shows
Dressing for prestigious events like London Fashion Week takes a deft eye and skill for balance. Unless you are a model or the designer, the show is not about you. At the same time, you have to stand out and showcase yourself. I had four days at Fashion Scout, four outfits, and four chances to show my love for fashion and skills as a stylist and model.
The trick with dressing for fashion shows is being able to blend in AND stand out(chameleon touch here). I researched each of the designers beforehand to get a feel about what their collections would be presenting. I then got to work. Each day I curated outfits that both spoke to the designers presenting but also to my love for British fashion and my own ethos.
Day one I wore this gorgeous plum fringed space cowboy number from Wolf & Badger in London. I wanted to do three things with this outfit:
The designers presenting that day were a mix of classic and new.
I wanted to highlight English-designed clothing with Wolf & Badger.
I wanted to honour my heritage of being born and raised in Calgary “Cowtown”, Canada. Even though I left when I was 19 and never looked back, it’s still a part of who I am.
This outfit was a hit and I was invited to sit front row at the show. I got offered a lot of shots from photographers. This is a huge part of streetwear at fashion shows. The better your outfits, the more professional photographs you get. But always make sure to build a connection with the photographer, exchange contact info after, and tag them on social media.
The rest of my four outfits also corresponded with the designers of that day. I wanted to highlight the classic and the outlandish so often found in British fashion. Additionally, to highlight my love for pushing the binary in menswear. I am a man, but I am a man who loves to paint with all the colours in the crayon box. I was proud and happy to showcase who I was at these events.
The networking at fashion shows
Fashion shows are fun. They need to be. If you are not having fun in fashion, no one else can. My feet hurt, I was wearing heavy and sweaty burlap in one of my outfits, and I was nervous at the start. But once I stepped into the room and felt finally seen for who I was, the butterflies settled. I was able to do what fashion shows are for: networking.
I always tell aspiring fashion artists that you can be the greatest artist in the world, but it doesn’t mean a whole lot if you don’t know how to market yourself. Because I had a background in marketing and I got my degree in professional communications, I was able to market and communicate my interest in fashion with ease. Even with no extensive experience in fashion prior, I was able to connect with working professionals and influential fashion leaders in London. These connections I’ve made have lasted and are proving to be essential as I make my way into the fashion world.
Connections in fashion are everything. Here’s my mantra: “successful people do not compete, they collaborate”. When you are starting out, you’ll need all the help you can get. The fashion world is actually quite small, so definitely be fierce, but also be kind, polite, and grateful.
How to get invited back
My first London Fashion Week was one that I will never forget. I remember saying to a group of lovely Northern Irish photographers who took me out for pasta (while I was wearing a tight corset mind you)that I wasn’t in fashion. This model looked at me and said: “oh, sweetie, you are in fashion”. Something changed in me after that weekend. I no longer felt like I was separate from this once impossibly far-off and remote world. I felt like I had a heeled foot in the door, and I wasn’t able to let it go.
I went back to Canada changed. Months passed since that weekend, and I started to go to more fashion events in Toronto. I was starting to get work and opportunities as a stylist and model because of the strategies I learned from London Fashion Week. I was not able to go to the September 2023 London Fashion week, but I am proud to say that Fashion Scout did invite me back. I even got some stylists and event promoters invite me to their future London shows.
I will go, I will dress to the nines, I will honour their work, and also honour my authentic self. After all, we have one life and sometimes the most unexpected events will lead to the greatest stories.
If we are brave enough to meet them that is. One heeled strut forward at a time.
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