I run Forward PR – for nearly 8 years, now. We look after fashion designers and several shows over London Fashion Week - Corrie Nielsen, Jasper Garvida and Prophetik. We also look after AOFM Pro, who sponsor the backstage makeup for a large portion of the on-schedule and off-schedule shows. Aside from LFW, we look after large events including the WGSN Global Fashion Awards and breakthroughs in fashion technology like Channel 4’s Closet Swap. I also run a group for fashion professionals at London’s Swarovski Crystallized™ called The Industry, and I sit on the board of the Ethical Fashion Forum.
For London Fashion Week, Forward PR respresents several catwalk shows and our job is to execute the arduous invitation process – think politics of a wedding times ten. We also have to create a pre-LFW buzz, negotiate with sponsors, prepare all LFW print assets (press releases and credit sheets), source items for goodie bags, and be present on the day of the show to run the front of house. After the show it’s preparing a post-show release, editing images and distributing them to picture editors and journalists around the globe who couldn’t make the trip to London. It’s fairly full on and the week or two weeks prior to call for very little sleep, right through to the end of LFW.
If it’s a show day, wake up time can be quite early depending on the call time of the show – as early as 4am! I always start my day with a good, hearty breakfast, but my healthy eating pledge diminishes as soon as the chaos commences. It can be difficult to remember to eat at all. I think for most of the week, I survive on adrenalin, but I do make sure to drink lots of water. I walk most places, but if I need to get somewhere quick, I’ll take the tube or a taxi.
There are always lots of parties on during LFW, but as I’ve grown increasingly busier, and older (!), I’m more inclined to go home, relax, rest and recharge my batteries for the next day. Also, my job is to serve my clients so I have to be in top form, i.e. not hungover.
For every show that we do, it’s incredibly exhilarating when the lights dim, the music starts and the first model walks out, and when the show is over, there’s a great feeling of achievement, as so much hard work goes into making that 15 minutes happen.
I love working with designers and creatives. It’s amazing to see a collection being developed – the amount of research and endless hours that go into creating it is admirable to say the least. It’s very exciting to then put it out on the catwalk for the world to see and critique. It’s quite brave, really. From a PR perspective, it’s brilliant when all the pieces of the puzzle come together - when we lock down sponsorship, get the invitations designed, printed and sent out in good time and when show day goes smoothly. There is a mountain of annoying/frustrating things can crop up, but there just isn’t time to dwell. You just have to keep smiling, tackle them and move forward.
What are your LFW essentials?
A switched on team, lots of water and at least some sleep each night. Foot comfort is my priority and as long as my feet can do their job throughout the week, I’m good. I have a pair of patent leather Chie Mihara boots that I’ve been wearing for years. They kind of have a superhero feel to them but a small heel, so I can traipse around in them all day and still be able to walk around comfortably for the next few days. Hats are good too – especially to hide the haven’t-slept-properly-for-three-weeks dark circles.
Do you have a LFW tribe?
Fashion stylist Rebekah Roy has historically been my LFW partner in crime, but if she’s styling a lot of shows and I’m PR’ing several shows, it’s hard to meet up and ‘do’ London Fashion Week together. It’s a small industry, though, and you don’t need a dedicated tribe, you can just flit about and always bump into a friendly face in a queue, the press room or just hovering around.
What are you looking forward to most at LFW?
Our catwalk shows. I’m very excited for Corrie Nielsen, Jeff Garner of Prophetik and Jasper Garvida. I’m also really looking forward to tasting the new ‘Corrie Nielsen’ ice cream at Scoop. I love that the luxury gelateria has named an ice cream flavour after her in celebration of London Fashion Week!
Tell us something we don't know.
Jasper Garvida’s show is taking a whole new turn again from his trademark colour explosions – think Russian Constructivism. Corrie Nielsen’s inspiration springs from her great, great, great grandfather, John S. Burns – a Scot who emigrated to America around the time of the Revolutionary War. It’s very regal and sculptural and a real tribute to the Queen’s Diamond Jubilee. Prophetik will off course have a large helping of peace silk, plant and earth-based dyes, a revival of elephant-painted prints and live music – with a mid 19th century flare.
What makes London Fashion Week special?
The vibe in London is raw and electric. I suppose having the best fashion institutions in the world and being a beacon for creativity lends to London Fashion Week being what it is – the most dynamic and innovative week on the circuit.
