I’ve always thought of London Fashion Week as kind of the punk rock little sister to Paris, Milan and New York. The looks out of London are usually a little less refined, a little less conservative and in recent years there’s just been a whole lot less of them. The UK is a veritable breeding ground for amazing artistic talent, what with both Central Saint-Martins and The Royal College of Art not to mention avant garde publications like Dazed and i-D you’d think that London Fashion Week would smash whatever anyone else was selling based on new, raw talent alone. However, that hasn’t proven to be the case as even homegrown stars like Jonathan Saunders and Gareth Pugh made the jump to bigger ponds. Well get ready, all of that is about to change. This upcoming season marks the 25th anniversary of London Fashion Week and the British Fashion Council is ready to pull out all the stops to put the brits back on top. Hiring on the Kelly Cutron headed PR firm People’s Revolution and reeling back in Saunders as well as Burberry, Clements Ribeiro, Jasmine Di Milo and Jeremy Scott to show on British grounds, the Council is banking on the double whammy of PR and design power to bring U.S. attention to the shows with the hope of increasing buyer interest and presence at LFW. It also probably doesn’t hurt that Cutron’s upcoming Bravo TV series Kell on Earth will be shooting during her London Fashion romp. I mean really, what better way to beam right to the heart of the American culture than through their TV screens? Score one for the crafty Brits, but how exactly this rearranging of sorts will pay off remains to be seen. Rest assured the world will be watching as little sister tries to outshine the big kids and reclaim a piece of the fashion week pie.

(Source of photo unknown.)

via TheMissLinds, 16 July 2009 7:33pm | |