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.”
“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.
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.
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