How London Fashion Week is luring the biggest names in the game

  • Oops!
    Something went wrong.
    Please try again later.
  • Oops!
    Something went wrong.
    Please try again later.
·Managing Editor
In this article:
  • Oops!
    Something went wrong.
    Please try again later.
  • Oops!
    Something went wrong.
    Please try again later.
Tommy Hilfiger will be bringing his Tommy x Gigi collaboration to London Fashion Week on Tuesday.
Tommy Hilfiger will be bringing his Tommy x Gigi collaboration to London Fashion Week on Tuesday (Getty Images)

If you’ve noticed a few new names creep into the London Fashion Week scene, you’re not alone.

Wedged in between the quintessential British brands like Burberry, Temperley London and Emilia Wickstead are some major names like Tommy Hilfiger, Armani, Versace and Roland Mouret — and even Rihanna, who will be showcasing her Fenty Beauty collection.

It’s an interesting move — especially for a designer like Tommy Hilfiger whose brand was built on its quintessentially All American vibe. But according to the Guardian, it’s a decision that more than makes sense.

“An unashamedly commercial designer, Hilfiger has never been at the cutting edge of fashion, but in his instinct for the zeitgeist he has long been ahead of the curve,” writes Jess Cartner-Morley for the newspaper. “He forged relationships with hip-hop artists in the ’90s, while many other brands were still precious about tarnishing their image with contact beyond the glossy magazine world.”

In other words, Hilfiger, who will be hosting his Tommy x Gigi collaboration with Gigi Hadid, knows when he needs a change. And he knows that London is the perfect place to do that.

Speaking of his Tuesday night show, which will close out London Fashion Week, he told the Guardian that “London has the most inspiring heritage as a city, and the Roundhouse itself is part of rock’n’roll history.”

A model walks the runway at the Bora Aksu show during London Fashion Week.<em> (Photo by Antonio de Moraes Barros Filho/WireImage)</em>
A model walks the runway at the Bora Aksu show during London Fashion Week. (Photo by Antonio de Moraes Barros Filho/WireImage)

“The catwalk is just another kind of stage. Fashion has to go beyond clothes and be an experience. This is me taking the brand on the road for a world tour.”

Hilfiger isn’t the only one who is looking to London as a place to experiment and showcase something a little different.

Take Roland Mouret, for example. The French designer (a favourite of the Duchess of Cambridge), has long been a Paris Fashion Week staple — but this season, he too made the move to London.

“Paris is a conservative city. I think I didn’t question my own status quo when I was there. Being back in London has made me step outside my comfort zone,” he said about his collection, which was inspired by Frida Kahlo.

A model walks the runway at the Pam Hogg show during London Fashion Week on Friday. <em>(Photo by Ki Price/WireImage)</em>
A model walks the runway at the Pam Hogg show during London Fashion Week on Friday. (Photo by Ki Price/WireImage)

British Fashion Council CEO Caroline Rush agrees.

“Our businesses are international – literally, in citizenship, but also in outlook. British fashion is a multicultural, inclusive community and we fiercely protect that,” she said at a press conference on Friday morning.

“Fashion is part of London’s identity,” said deputy mayor for culture Justin Simons. “It expresses the fact that you can be yourself in London.”

Yahoo Style are live streaming the entire first day of LFW. Head here to watch all the shows and get all the backstage action.

Follow us on Instagram and Facebook for non-stop inspiration delivered fresh to your feed, every day. For Twitter updates, follow @YahooStyleUK.

Read more from Yahoo Style UK:

Tommy Hilfiger talks bringing Gigi Hadid and #TOMMYNOW to London Fashion Week

Animal rights activists protest the use of fur at London Fashion Week

This one-armed model is ruling London Fashion Week

Our goal is to create a safe and engaging place for users to connect over interests and passions. In order to improve our community experience, we are temporarily suspending article commenting