On the 20th of September 2010, We joined forces with Nolcha – a leading business platform for independent designers to bring the first ever London Fashion Lounge.
Showcasing their latest collections were British brands Sado, Eva Evanovich, Hetty Rose, Tammam, Fifi Bijoux and Segreto London who were joined by international newcomers Vivienne Pash, M Brulee, Peoples Pride, Narcisse, Gunas, Maison di Prima and Ana Guiterrez fusing influences from USA, Russia, India and Costa Rica.
Deb Pokallus, Bel Esprit Showroom owner, stated: “The London Fashion Lounge made a fabulous debut at the Trafalgar Hotel. The talented and creative designers showing their collections, along with the wonderful amenities provided by the hotel and Gina Conway Aveda made the Fashion Lounge a “must-see” event during London Fashion Week, and brought an impressive roster of industry editors, buyers and press to meet with the designers. The model presentation during the after party was well-received with a huge crowd snapping photos with cameras and phones. I’m looking forward to working on the next edition!”
Guests indulged in mini pampering sessions at The Aveda Beauty Oasis during the hectic London Fashion Week schedule providing manicures and massages. Our limited edition Taste the Trend cocktails were a hit amongst guests adding to the chilled and initiate scene allowing easy networking and brand previews. The event concluded with a cocktail party showcasing the collections to additional guests via model presentations.
The participating designers were celebrated throughout October with a cutting edge installation in our windows, introducing these rising fashion brands to consumers. The digital window signage invites consumers to interact and learn about the independent fashion brands dressing the mannequins.