The Other London Fashion Week

So the other day I got myself in trouble for something I said, yeah thats not a surprise is it really, however it turns out I have a controversial opinion, again not really a surprise, but it is this . . .

I’m not that bothered by the “official” London Fashion Week.

Now that may seem madness to you, but allow me to put forward my reasons.

First and foremost I’ve been to LFW a few times and yeah its good but it doesn’t make me ignite with excitement, as some of my friends have said, people are rude and snobby at times, but that’s not the main thing.

For me it’s mainly about what I get to see, yeah there are amazing designers with walks and rooms, doing amazing things, but they will be covered on websites and magazine pages for the next few months, all those shows are available live or on a player for a later date. The coverage is utterly outstanding, and for that reason it’s not the wow factor. I don’t need to attend to see every look at Somerset House.

Now as you may have worked out, my passion is for finding new and emerging talent away from the spotlight. LFW doesn’t do that, even their “discoveries” are know about just  not in the same league as the main acts. What LFW does create though is the chance for the other people of the industry to run events and put on walks and showrooms as part of an unofficial and much extended LFW and that is what excites me.

The chance to get a good look at the things that might never get the coverage they deserve, to see things that the people who are so passionate but never in the inner circle of the global club have made. That for me is what I want my fashion week to be about. Thats why as the media descents on WC2 I’ll be dodging traffic as I scoot to Bloomsbury, Clerkenwell and Soho to see whats going on. Sadly I can’t get to as many things as possible but I hope that from what I can get to and post about you’ll enjoy seeing the world away from the Vogue spotlight. (Sorry Anna, I still wanna be your best friend though x)

Its the FW mission to mix what we do with plenty of focus on the smaller brands and retailers, some amazing bloggers will be talking about LFW, but I hope you’ll spare a few minutes to read my posts from the fringe.

About Ross Pollard

Since starting writing on my 31st birthday in 2011 I have held a number of positions at magazines and websites as well as regularly producing articles for numerous publications alongside contributing to TV & radio shows as a freelance fashion journalist including Hoxton Radio & Fashion One TV. Alongside writing, I have worked in other industries helping to design & grow digital platforms, develop businesses and support operations practices. This experience has proved invaluable in building an understanding of how businesses work, and the landscape in which retail, B2B commerce and other commercial operations develop. Knowledge of commercial interests has helped shape my fashion industry insights beyond critiquing of garments


  1. nextroutestyle

    We love that you are opinionated Ross! LFW is seen as much more ‘commercial’ (if that is the correct use of the word?) with all the big names. You should create your own ‘fashion worked’ event showcasing the many new and talented fashion designers – we’ll buy tickets and support 🙂

    x Roch & Tash x

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