Blagging Into Fashion Week
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Transcript of Blagging Into Fashion Week
Blagging into London Fashion Week: A Guerilla Guide
Laura Gabrielle
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TABLE OF CONTENTS
Prepare, prepare, prepare ................................................. 3
What to Get Your Hands on ................................................ 4
It’s Not What You Know .................................................... 7
Looking the part ............................................................. 9
Aim High .....................................................................10
Security ......................................................................10
Work Experience............................................................11
Blagging on the Fly .........................................................14
Blags not to Try .............................................................14
What to do Once You’re in................................................15
Backstage ....................................................................16
The Ultimate Blag; the After Party ......................................17
Invites All Round for Next Season. .......................................18
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Guerilla Guide to Blagging Your Way into London Fashion Week
Introduction
The fashion world is notoriously one of the hardest to penetrate.
Possibly full of the biggest egos in the world, it isn’t the easiest to
make friends with. London Fashion Week has to be one of the
important industry events, showcasing the talents of those at the
top as well as the up and coming designers. It’s the place to be, for
everyone who’s anyone. So how do you go about being one of these
somebody’s? Well read on my friends, and become part of the
glamorous show that is fashion.
Prepare, prepare, prepare
The art of getting into the fashion show is not something which
should be left to the last minute. These events are strictly by invite
only, and it is very hard to get through the Fort Knox-like tight
security.
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What to Get Your Hands on
The actual exhibition at London Fashion Week probably isn’t of
much interest to you unless you are a buyer for a shop, and let’s
face it, you would have your invite in the post already so why would
you be reading this? What we’re really interested in is the limited
invites sent out by each designer to exclusively view their new
collection on the catwalk. This is where the celebs gather, hoping
to be seen as the latest fashion muse, and to hang out with the cool
kids.
Why Should They Invite You?
Most fashion designers have a stock audience that they invite every
year, but there are always a fair few invites that are up for grabs.
Of course, in order to get your hands one of these golden tickets
you need to prove that you’re worth the paper it’s written on. Here
are a few tips you could use to aid you in your convincing;
� Setting Up a Business
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Most designers won’t say no to the possibility of new custom,
so this blag is perfect. By giving them the notion you are
setting up a new clothing business and would like to come and
view their collection to see if it would be appropriate for you,
you may just receive an enthusiastic invite. Beware though,
often this approach will end up getting you a very personal
invite to their show room; avoid this at all costs. Just reply
with the very polite notion that you would rather see all the
clothes in action on the catwalk where they belong!
It is likely you will be asked for a bit more information about
your planned set up. If this happens, just inform them of
where you're looking to locate your shop, what kind of
customer you foresee buying their clothes, when it will be up
and running, and various similar nuggets of information like
that. They'll be grateful that you've made the effort to
explain, so take a bit of time to make your business sound
worthwhile.
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Very few designers or PR's will actually ask for a letterhead or
a business card, but even if they do – your computer can come
to the rescue!
With the amount of new programmes at your reach today, it’s
simple to design and print off such necessities to support your
blag!
Obviously if they ask for a website you could take a few weeks
to build one; although chances are, you can get away with
saying it's in progress, or you're planning to have one once
you're open. Not every business has jumped on the
technological bandwagon just yet!
� Fashion Journalist
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Fashionistas give off the vibe that they, of course, know
everything, and we, of course, wouldn’t want to make it look
any different. We can use this to our advantage and come up
with a name that they may just pretend to know at the risk of
sounding not ‘in the know’. Construct some sort of edgy,
avant-garde title for a magazine and ring the press office
telling them you’re a brand new fashion mag. (they should
have heard of you) and you need a pass. Fashion is all about
making an impression, so build up a rapport with the person at
the other end of the phone. Ask them how the week’s panning
out, whether they've got any confirmed guests you may be
interested in featuring in your story, what the shows looking
like, etc. All of this effort before asking for your passes will
certainly not go amiss and definitely help in your favour.
If they're still not taking the bait at this point, you can offer
to let them see your feature before it is published and edit it
as they wish; every PR's dream for their client as it guarantees
excellent exposure. Or, even better, inform them that
someone rang you a few days ago saying they’d send you some
but have only sent one; you need two more for your
photographer and your fashion editor. Et voila! Two fresh
press passes which not only guarantee you entry, but also a
nice close seat and if you're very lucky even queue jumping
privileges!! This is one of the best blags, as show organisers
are always on the prowl for extra publicity, something of
which you’re appearing to offer them, hassle free.
It’s Not What You Know
The first ingredient for a successful blagger is to use all your
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resources. The London Fashion Week website is a key component to
the blagger’s game. It lists every single fashion designer as well as
their PR companies, it’s your crucial entrance pass to the world
which you are trying to penetrate. Every single email address listed
is there for invite queries, so they’re the best place to start your
quest.
Step one: Go to www.londonfashionweek.co.uk.
Step Two: Go to the 'Show Schedule'section of the site.
Step Three: Go to the 'Contacts' link on the left hand side of the
page.
Step Four: Download and save the list of 'Catwalk Contact
Information'.
This information lists email addresses and contact numbers for both
designers as well as their PR representation. The PR usually
allocates show tickets and deals with various requests so it would
be best to send your blagging emails to them. That said it doesn't
harm to send them to both of course!
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Looking the part
If you’re tall, have chiseled out cheekbones and are sporting the
latest anorexic look then you have a heads up on the shorter, less
fortunate looking guerrillas. Looking like you belong on the runway
is certainly a good place to be, so if you’ve got it flaunt it!
Fashion is all about personal style, and originality, so following the
masses on the high street is not a good way to go. Dress to impress,
but not too much so. Nothing sticks out more in a line of elegant
understated beauties than someone who’s tried too hard. We can’t
all look as stylish as Kate Moss in worn jeans and a little white tee,
but we don’t need to go dressed to the nines. The look we’re going
for is effortless so don’t be afraid to wear what you’re comfortable
in. To use an industry favourite quote;
‘Make sure you’re wearing your outfit; the outfit is not wearing
you.’
If in doubt, black is commonly every fashionistas best friend in a
time of crisis. It ingeniously hides a million sins and slims like a
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dream, placing you quite nicely alongside those dripping in style.
Aim High
Don’t just stop at one invite; try your hand at getting as many as
possible. There’s nothing better than getting your face known at
various different shows and this could easily be your gateway into
being showered with invites to next season’s soirée.
Security
Security at Fashion Shows has stepped up a notch since those little
anti fur terrors - armed with their red paint and talcum powder -
decided to ruin every show they possibly could. Don’t make enemies
when it comes to security guards, or the clipboard Nazis – it’s a
well-known fact that most of them are failed policemen/models
who still live with their parents so if you accord them the respect
they feel they deserve and make them feel powerful you’ll have a
far greater chance of getting in.
The mantra of the guerrilla is “be prepared” but if for some reason
you have to resort to improve then try these guerrilla tactics: © Strategic Agenda Media Ltd Laura Gabrielle 10
Fake your own staff uniform: Sport probably one of the most
exclusive garments of the event; the LFW T-Shirt. These T-Shirts
are worn by staff all over the event, and sets them apart from the
rest of us mere spectators. Fashion is a world full of replicas and
fakes, so why not fake your own staff uniform? Think of it as a fancy
dress costume, though it needs to look as authentic as possible, oh,
and another thing; accessorise, accessorise, accessorise!
Most of the staff sports a LFW identity badge; this is where you
really get to show off DIY skills that’d make Blue Peter proud. With
technology being what it is today, it’s somewhat easier to research
and thus copy the appearance of an ID badge. You can copy the
image from the web and then effortlessly place your own headshot
in the necessary space. This will give you access to pretty much
anywhere, including backstage, to witness the tears, tantrums and
downright brattiness. Just be extra careful that you don’t get
dished out a load of staff duties that you won’t be paid for!
Work Experience
All PR companies and designers love the prospect of some free help,
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so work experience is the perfect gateway into their world. Yes,
you will be working for free, but it certainly isn't the case of doing
something for nothing. It's one of the best ways to gain future
contacts as well as getting to experience backstage and even
possibly some after show parties! This blag needs to be approached
extra early, so you can beat other wannabes to the prize. This is
how you should approach it:
1. From the 'Catwalk Contact Information' on the LFW website,
make a list of as many PR's email addresses as you wish. Look
for the PR companies that are listed most frequently, as these
will have the most work available.
2. Compose a simple letter asking for work experience. Include
what you do, and why you would like to work with them.
3. Email the letter to your listed contacts. (Emailing is much
more effective than posting as it's quicker and easier for both
you and them.)
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4. If you don't receive a reply within a week, write a short
reminder, but remember to keep it polite. The run up to
Fashion Week will have kept them very hectic and busy!
5. Usually you won't need to go to an interview, but some
companies may ask for a CV. In this case, send them a well
rounded CV, not necessarily with an abundance of experience,
this is the reason you're offering to work for free, after all!
Don't worry about references either, they usually won't check
for just a few days of work.
6. With all the hard work you've done, you need to sit back,
relax and rejuvenate ready for the hectic days ahead!
PR's and Designer's aren't going to give work experience to every
Tom, Dick and Harry so you need to be someone they'll be
interested in. The following may help;
� Fashion Student perks
Fashion students are the industry’s future, so they are often
taken very good care of. Try brown nosing the designer first
and then asking for a work experience placement, this may
lead to the crucial response you are banking on.
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� Budding Designer
Although designers are in competition with each other, there
are often willing to help out young, new designers and put
their prowess to good use. Nothing makes a designer feel
better than having the chance to show off their extreme
knowledge of the subject. It also helps if you shower them
with complements too.
Blagging on the Fly
Even so, if you do find you have to leave it until the last minute, try
kicking up a huge fuss a couple of minutes before the show is due to
start. If you’re lucky enough, you might just stress someone out so
much you’ll be able to blag a last minute spare seat, but this isn’t
the recommended way to gain entry. If all else fails and you really
have no other way of entry, there’s always the back door, along
with the excuse that you popped out for a cigarette and left your
ticket inside.
Blags not to Try
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Just like fashion there are some blags which will never be stylish
and will never work on anyone.
• Pretending to be someone you're quite obviously, not.
No one can pull off being Anna Wintour or Naomi Campbell so
it's a fashion make-over not advisable to try. Don't even attempt
mimicking those who you may think are less known, as the people
you are blagging to be are very likely to know exactly what they
look like, i.e., nothing like you!
• Not doing your homework.
If you're imitating someone within a certain field, the worst
thing you can do is not know your stuff. Take some time out to read
the latest fashion bibles; Vogue, Harpers, Tatler, Elle, and get up to
date. The last thing you need is someone asking you what you
thought of Lily Cole's dress on the catwalk if you don't even know
who they're spouting on about!
What to do Once You’re in
Talk to people. There’s nothing worse than being surrounded by © Strategic Agenda Media Ltd Laura Gabrielle 15
various industry professionals and not taking advantage of it. Make
like the best of them and get chatting, it’s your best way into the
after parties! If you’re not sure about how to start conversation,
saying hello as if you’ve just been reunited with your long lost best
mate is always an ice breaker, and usually the ego of the victim
won’t give in to the embarrassment of asking just who exactly you
are.
Drink as much free Moёt as is physically possible (or even Cristal if
you’re going for ghetto fabulousness). Have fun, look down at the
people who were given a worse seat than you and slate the models
for being far too thin to represent real people.
Backstage
Even if you’re not the typical bloke looking to gawp over the models
getting changed, the backstage atmosphere can be something of
quite extraordinary value. It’s the chaotic underside to a slick and
sophisticated world, and is always worth a peep. If you’re not so
lucky to have received a press pass or gone to the trouble of making
your own staff ID, you might have to rely on your gift of the gab
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(that’s presuming you have one), and use any reason possible to get
you on the other side of the curtain.
Any of the roles that you could have used for gaining the tickets in
the first place will help you along with this one, but fashion shows
vary, so always assess the situation before you go mouthing off and
making yourself look like a style mishap.
The Ultimate Blag; the After Party
Any guerrilla who manages this one definitely deserves to be
partying with fashion’s greats. The fashion show after parties are
notoriously difficult to get an invite to unless you are a known name
or face. It’s best to try and get your invite in advance to avoid
disappointment. Contacting the PR Company planning the party is
your first port of call. You should be an expert at making yourself
sound like someone important by now, use this to make them an
offer they can’t refuse. Offer them publicity, exposure, media
hype; it is every PR’s fodder after all.
If this isn’t your style, another route you could go down is to make
them aware of the fact you have been to their last few parties and
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were promised an invite to this one and haven’t received it. Of
course, you will need to do your research for this blag. Find out
what kind of party they threw, where it was held and who else was
there. Then engage in some delightful conversation about how
much you enjoyed it and that you were rather looking forward to
their forthcoming event; you just need the tickets to attend!
As for last minute, talking to people at the fashion show is one of
the best ways to get an invite, network your way around the room,
compliment people on their outfits, massage their egos a little.
If all else fails, and you find yourself stuck in a queue wondering
just what it is you can say to the bouncer to avoid him laughing in
your face, you would do well to gain some insight into the world of
‘Blagging your way into a club’ by a trusty fellow guerrilla.
Invites All Round for Next Season.
As I have before mentioned, there are loads of techniques you can
use to make sure you're remembered when the invite lists are
compiled for next season. Working a room is vital, as is knowing
how to come away with contact numbers for those you've chatted
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up during the evening! Work experience is the perfect way to gain
contacts you may never have access to, so take advantage of this.
The best way to get friendly with those who'll remember you next
year is to party very drunkenly with them at the after show parties;
that's even more reason to try your hardest to get into them!
Good luck and happy blagging!
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