In a departure from tradition, Lulu Kennedy’s Fashion East takes its show to Brick Lane, highlighting new talents and fresh perspectives on style.
Lulu Kennedy’s non-profit initiative, Fashion East, has taken an innovative approach this season by moving away from the familiar setting of London Fashion Week’s main venue, 180 Strand, to the vibrant locale of Brick Lane. The event drew considerable attention, not only for its unique location but also for the emerging fashion talents it showcased.
Backstage prior to the show, attendees witnessed a lively atmosphere. Notable photographer Wolfgang Tillmans was spotted in a red hoodie, while the production team enjoyed a tea break nearby. Models, caught in candid moments, could be seen scrolling through their phones mid-makeup — a scene that itself captured the blend of fashion and modernity. One off-duty model caught the eye of onlookers with a USA t-shirt paired with a purple studded belt, embodying a relaxed yet stylish aesthetic.
In a line leading up to the event, casual conversations among attendees added to the excitement of the evening. Inside the venue, a bar offered refreshments, with speculation around whether Cîroc was sponsoring all of London Fashion Week, reflecting a trend towards brand partnerships in the fashion world.
This season, the Fashion East runway highlighted three distinct labels: LOUTHER, Nuba, and Olly Shinder. Each designer contributed to a cohesive program that emphasized clean, wearable looks, diverging from typical London styles. The show opened with LOUTHER, known for its utilitarian skatewear, which took a gothic turn this season with models carrying painted masks to symbolize the ever-changing identities individuals adopt in different environments.
Following LOUTHER, Olly Shinder presented a collection that redefined ‘90s European menswear through refined, fetish-inspired designs. Lastly, Nuba’s collection focused on tailoring, exploring the psychological effects of physical space through the use of twisted drapes and distorted necklines.
After the fashion showcase, the scene shifted to Soho for a performance by Bande à Part, where the crowd was largely dressed in black, recovering from a weekend filled with concerts by The Hellp. Outside The Social, some of the models from the earlier show were seen socializing and discussing their upcoming plans for Paris, contributing to a sense of community among fashion professionals and enthusiasts.
As the evening progressed, the toll of the event began to show on attendees, with some, including the author of the piece, acknowledging their fatigue, resulting in a late start to the next day. Fashion East continues to push the envelope, cultivating new talent and illustrating a dynamic shift in the fashion landscape.
Source: Noah Wire Services
