19.2.17

Julien MacDonald @ LFW

So yesterday was one of the best days of my life so far. I can barely put in to words how gratifying it was to see the show come together after two weeks of twelve hour days constantly working on the show. The fashion industry is an extremely challenging and intense industry and before starting this internship I didn't know if I really had it in me to work such long hours and constantly be on the ball and ready to make split second crucial decisions, or be at random London postcodes in half an hour using public transport to hand deliver invites or pick up a particular embellishment. But I've never been more certain this is the right path for me or felt more empowered and proud of my own ability.

The Lead Up

On the 23rd of January I began my PR and Marketing placement at Julien MacDonald,  a month before the LFW show. I began researching shows in New York and Paris, and previous seasons shows to create visual inspiration.  I also designed and purchased the robes for the show, so it was pretty amazing seeing them backstage and on social media. The invitations and credit sheets were designed and created in part by myself as were package lists and the afterparty invites. I also had to collate all of the ticket requests for the show to be decided upon by Julien himself. The amount of effort and detail that goes in behind the scenes and dedication from the whole team is jaw dropping, creating the perfect show really requires a team who unequivocally believe in the Julien MacDonald brand which everyone did which really showed in the end product. 
Yeah we had a Snapchat filter!


The Day of the Show


The day I'll never forget. The venue, Goldsmiths Hall, was completely show stopping and completely reflected the opulent, intricate and multi-faceted designs from Julien MacDonald. MacDonalds' inspiration for his A/W collection came from a futuristic landscape in modern architectural silhouettes inspired by the Metropolis of Fritz Lang. The idea of a new glamorous, alien race is created through intricate artwork devised from hand-stitched Swarovski embellishments layered with multi-faceted coloured sequins, creating a three-dimensional armour-like effect across the body in homage to surrealist artist H.R Giger. The colour palette was minimalistic with tones of red, white, charcoal and black, these strict colours can be seen through key Julien MacDonald styles such as spider knits, haute couture gowns of embroidered tulle and sharp tailoring. 

I was even lucky enough to be able to invite some other girls from my course to help on the day...

The Front Row was adorned with celebrities such as Ella Eyre, Dougie Poynter, Melissa Odabash, Kelly Hoppen, Frankie Bridge, Victoria from In The Frow, Lydia Millen, Amelia Liana and Samantha Maria from Beauty Crush to name a few. 
Dougie Poynter

Victoria McGrath

Amelia Liana

The models were all stunning with Winnie Harlow closing the show, who by the way is one of the most down to earth, lovely people I've ever spoken to. Georgia Fowler, a current Victorias Secret model, also walked the Julien MacDonald runway. 
The show featured sponsors such as Cîroc Vodka, who served the most amazing cocktails throughout, Artisan du Chocolat who served huge glistening pyramids of truffles and L'Oreal Paris who, with the help of Val Garland, created an intense black smokey eye for the models with glistening flawless skin.

The Afterparty

I was so so lucky to be able to attend the VIP afterparty at TAPE London, one of London's most exclusive nightclubs, Drake had partied there only a few days previously. Once again the afterparty was sponsored by Cîroc which meant free vodka all night which is always great when your a student!  It was the most amazing end to a truly epic day and my boss was extremely appreciative of all my hard work which was an amazing feeling.
With Ryanne and AJ
I'll be writing a few more blog posts on my experience on Julien MacDonald as it truly is one of the most amazing opportunities I've ever had. From LFW to working on press releases for the costumes Julien MacDonald designed for JLO, or corresponding with celebrity stylists who dress people such as Beyonce, Kendall Jenner and Gigi and Bella Hadid its non stop but I wouldn't have it any other way.

Thanks for Reading,

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