“A place of history, disbelief and everything that’s in-between; one can come to live the dream, and live it individually”
Harry Baker, Ode to Soho
Day 1 of LFW is here and we are in Soho. That’s right, this season the fash pack have upped sticks, bidden farewell to the cobbles of Somerset House and set up camp in gloriously sleazy Soho. Turning onto Brewer Street, you are met with a heaving throng of colours, sights and sounds. Fashionistas spill off the pavements into the road, photographers duck between cabs stuck in traffic to get their perfect shot, press passes flutter in the breeze - all in the shadow of Brewer Street Carpark.
A far cry from your local NCP, JJ Joass’ iconic carpark has quickly become synonmous with fashion, housing Henry Holland for his past two seasons and the International Fashion Showcase in February.
Aside from being much more heel-friendly (tarmac as far as the eye can see), the venue is set to offer much more freedom to designers in terms of transforming the show space, allowing them to fully express their aesthetic identity.
And Soho offers no better setting for this new-look LFW. Well known as the creative capital of the city, it is richly vibrant in culture, entertainment and fashion, adding a new energy to proceedings.
We have yet to see how the designers’ shows will adapt to their new location, but one thing is for sure: they certainly won’t be dull. Vive le Soho freak.