Lucy Morris | Fashion and Beauty Editor | Tuesday, 21 February 2017

A Statistical Study Of London Fashion Week Behaviour

A Statistical Study Of London Fashion Week Behaviour

The Debrief: Disclaimer: In no way is this research remotely scientific at all

Maybe it was because there were fewer shows on the schedule than usual . Or, maybe it is because the vague concepts of clean eating, mindfulness and wellness have taken hold of the industry, but this February’s London Fashion Week had a distinctively different atmosphere. 

For starters, the five-day affair had a new venue, 180 The Strand, which could have had something to do with it. Secondly, it was marred by anti-fur protests. But, with my investigative journalist hat on, I wanted to dig a little deeper. In the name of research, I conducted a totally non-scientific statistical study of LFW autumn/winter 2017 behaviour. I asked a handful of show goers from all aspects of the industry – from celebrity to influencer, intern to writer – to see if the glamour has finally gone from LFW? By and large, people opted for coffee instead of champagne and took the tube instead of a taxi on the work card and left the heels at home. With Brexit looming, there was a lot less swag that usual. However, there is one thing on the rise: Instagram addiction. Check out the results for yourself...

Naomi Shimada, Model

How many Ubers have you taken this fashion week? Two
How many blisters do you have? Two
How many free drinks have you had? Four, plus a juice
How many fags have you had this fashion week? Zero
How many shows and presentations have you attended? Four so far
How many parties have you attended? Three, I’m planning to go to one a night
How much free swag have you got? I got a hug from Hello Kitty backstage at Ryan Lo – does that count?
What have you actually eaten today? Two pizza slices
How many pictures, videos or Boomerangs have you uploaded to social media? 20
How many pictures didn’t make the cut? More than I can count

Caroline Vreeland, Celebrity Influencer

How many Ubers have you taken this fashion week? Five
How many blisters do you have? Two – one on each foot
How many free drinks have you had? Three glasses of wine and one tequila
How many fags have you had this fashion week? Zero, I don’t smoke 
How many shows and presentations have you attended? I only got here yesterday so three shows
How many parties have you attended? Three
How much free swag have you got? I got a free stay at Blakes hotel if I promised to Tweet about them 
What have you actually eaten today? A lot of chicken!
How many pictures, videos or Boomerangs have you uploaded to social media? Four 
How many pictures didn’t make the cut? Zero 

Sabrina Carder, Yahoo Style Writer and Fashion Blogger

How many Ubers have you taken this fashion week? Zero
How many blisters do you have? Zero
How many free drinks have you had? Six
How many fags have you had this fashion week? Zero
How many shows and presentations have you attended? 16 shows 
How many parties have you attended? Two
How much free swag have you got? I got gifted eight pieces from Rokit Vintage
What have you actually eaten today? Two bags of Proppercorn
How many pictures, videos or Boomerangs have you uploaded to social media? 100
How many pictures didn’t make the cut? 100

Emma McCarthy, Evening Standard Deputy Fashion Editor

How many Ubers have you taken this fashion week? Zero
How many blisters do you have?  Zero
How many free drinks have you had? Eight, if you don’t include a coffee
How many fags have you had this fashion week? Only five
How many shows and presentations have you attended? Between 25 and 30
How many parties have you attended? Zero
How much free swag have you got? One Mac strobe highlighter from Charlotte Olympia
What have you actually eaten today? Two side salads and one slice of Victoria Sponge
How many pictures, videos or Boomerangs have you uploaded to social media? Three
How many pictures didn’t make the cut? 100

Lucy, Fashion Graduate

How many Ubers have you taken this fashion week? One
How many blisters do you have? Zero and proud
How many free drinks have you had? One
How many fags have you had this fashion week? Zero
How many shows and presentations have you attended? One
How many parties have you attended?  Zero
How much free swag have you got? Zero
What have you actually eaten today? Nothing yet :/
How many pictures, videos or Boomerangs have you uploaded to social media?  Zero
How many pictures didn’t make the cut? None

Beth, Fashion Student

How many Ubers have you taken this fashion week? Zero
How many blisters do you have? Zero
How many free drinks have you had? A bottle of water
How many fags have you had this fashion week? Zero
How many shows and presentations have you attended? One
How many parties have you attended? One
How much free swag have you got? One
What have you actually eaten today? Nothing so far
How many pictures, videos or Boomerangs have you uploaded to social media?  One video
How many pictures didn’t make the cut? Zero

Victoria, Purple PR Social Media Manager

How many Ubers have you taken this fashion week? Zero
How many blisters do you have? Zero
How many free drinks have you had? One water
How many fags have you had this fashion week? Zero
How many shows and presentations have you attended? Five
How many parties have you attended? Zero
How much free swag have you got? None :’(
What have you actually eaten today? Nothing yet
How many pictures, videos or Boomerangs have you uploaded to social media?  Five 
How many pictures didn’t make the cut? 1000

Annie, Fashion Assistant

How many Ubers have you taken this fashion week? Two
How many blisters do you have? So far, zero
How many free drinks have you had? Two
How many fags have you had this fashion week? Four
How many shows and presentations have you attended? Four so far today 
How many parties have you attended? One
How much free swag have you got? Zero
What have you actually eaten today? Yoghurt, sandwich and some juice 
How many pictures, videos or Boomerangs have you uploaded to social media? A few pics on Instagram stories and one actual picture 
How many pictures didn’t make the cut? God, hundreds 

Like this? Then you might also be interested in:

7 times Yeezy’s Season 5 Proved Kanye Is A New Man

9 Things Under £9 You Need In Your Life For London Fashion Week

12 NYFW Trends To Make You Purr 

Follow Lucy on Instagram @lucyalicemorris

Tags: London Fashion Week, Fashion Week