Once upon a time, Fashion Week was something celebrated only by prestigious journalists, discerning buyers, top models and dexterous designers. Not anymore.
Thanks to social media (most notably Instagram, Snapchat and Google Search) the event today can be experienced (albeit through the lens of fashion bloggers and Instagrammers) by almost anyone—all in real time.
For the uninitiated, Fashion Week is an industry event that occurs biannually; once in February, and once in September.
The first ever Fashion Week was thought to have taken place in New York in 1903. Fast-forward 114 years, and versions of the event are taking place across the globe, with the “Big Four” being Paris, London, Milan and, of course, the Big Apple.
With an increasing number of ecommerce marketers today branching out and producing content that is less product-focussed and more journalistic, it’s no wonder that, for 2017's September London Fashion Week (LFW) , we received a plethora of emails marking the event.
Here are five of our favourites: