FASHION WEEK DIARIES: London Fashion Week AW'18, Feb 20

The Merchant Archive AW18 collection presentation was held at the Averard Hotel in Lancaster Gate this Tuesday. The fashion brand renowned for bold use of colour and clean lines did not disappoint with their new collection featuring oranges, greens as well as some more neutral browns and pinks. 

The setting for the presentation complemented the clothing impeccably; the unclean walls and deconstructed look of the building accentuated the colours of the fabrics and how they fell in crisp shapes against the models. 

A feature of wool balls hanging from the ceiling made the presentation more immersive and interesting to the attendees and the colours of the wool matched almost seamlessly with those that the models wore, drawing attention to how the clothes are made in England using the finest British and Italian fabrics. The neutral makeup looks of the models made the emphasis remain with the clothing whilst also making the looks easy for the consumer to imagine themselves in. 

The AW18 collection of Merchant Archive is filled with what makes the brand unique and interesting with luxury and the unconventional at its core.





Meanwhile, 180 the Strand saw a rising star in fashion this Tuesday as our photographer took their pet dog along as they shot. The models were keen to have the canine in their portraits and it seems that the pooch was more than obliging. 

Whilst sporting the black Labrador, the attendees of Tuesday at London Fashion Week did not hold back with bright colours and checkered prints, as well as unique and exciting pieces, including a chainmail dress. The street style present was no less than a well-rounded presentation of London’s style this season. 

London Fashion Week did not seem ready to end with the excitement and buzz that was still surrounding 180 the Strand. The BFC venue and its attendees did not disappoint with a great display of fashion to wrap up London Fashion Week. 


Photography team: Ethan Eardley, Alexandra Sharp
Written and curated by Max Herridge 

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