- Title: UNITED KINGDOM: FASHION - Vogue hosts its first ever "Fashion's Night Out"
- Date: 13th September 2009
- Summary: WOMAN WITH SUNGLASSES AND BLACK COAT WALKING INSIDE SHOP (SOUNDBITE) (English) MARIOS SCHWAB, DESIGNER, ON LONDON AS A FASHION CAPITAL, SAYING: "I think the nice thing about London is that it's almost like we're all friends, and we kind of help each other in a way. And it just takes fashion in a different level which I really like. It's very humble, and it's very different from many other cities, I guess." THREE FRIENDS INSIDE SHOP PAN FROM CHANDELIER TO BERARDI AND FEMALE CHAMPAGNE GLASS IN WOMAN'S HAND BLACK AND WHITE PORTRAIT ON WALL / SHULMAN'S FACE (SOUNDBITE) (English) ALEXANDRA SHULMAN, EDITOR, BRITISH VOGUE, SAYING: "Well I think you have a choice as to how much fashion you consume and you know some people it's not their thing and that's fair enough. But it brings a lot of pleasure to a lot of people and more importantly than that, in this country (Britain) it's a huge part of the economy, it's a huge business. If you take the whole fashion business, the amount of employment that we're giving in this country is really substantial and I think that if people don't appreciate that it's probably because they're ignorant about it." WOMEN IN SHOP YOUSEFAZDA IN THE SHOP WITH CROWD EXTERIOR OF BROWNS
- Embargoed: 29th September 2009 22:48
- Location: United Kingdom
- Country: United Kingdom
- Topics: Arts / Culture / Entertainment,Fashion
- Reuters ID: LVABCXMI6L2O9Q35ZKHY9QBMD0GX
- Aspect Ratio: 4:3
- Story Text: Central London was buzzing Thursday (September 10) night as the city's designers and fashionistas headed to town for Vogue's first "Fashion's Night Out".
The co-ordinated global event took place in 13 cities around the world including New York, Paris, Milan, Athens, Madrid, Moscow, Berlin, Beijing, Delhi, Taipei, Tokyo and Rio de Janeiro.
Brainchild of American Vogue editor Anna Wintour, the event was a global initiative to promote retail, restore consumer confidence and celebrate fashion.
Alexandra Shulman is the Editor of British Vogue. She said that the main impetus is to get people to come in, and to make it a fun evening for shoppers -- particularly ahead of London Fashion Week happening later this month.
"There's quite a good feeling right at the moment, it's like we've had a really, we had a really bad spring. And there is a sort of feeling of optimism in the air about the autumn. So, having something like Fashion's Night Out, and then London Fashion Week... they're big kind of boosts to the idea of the pleasure and the creativity that fashion can bring," she said.
Over 160 stores participated in the event, offering discounts on services or in-store fashion advice.
One of the main areas was at South Molton Street in Mayfair, where designers took a break from Fashion Week preparations to take part in the event.
Jonathan Saunders, Osman Yousefzada, William Tempest and Antonio Berardi were some of the designers in attendance.
British designer Henry Holland behind hip label House of Holland said he thought that the event was a fantastic opportunity to interact with customers.
"I think it's interesting for us as designers as well to see who buys our clothes, and you know, the kind of girl. And see if it is who we think it is when we're sat there going 'This is my woman, this is who I'm designing for'. And now actually seeing who it actually is, it's really interesting," he said.
Besides meeting and greeting shoppers, designers were also tasked to work the tills in the shops.
Marios Schwab took to this task like fish to water, joking that he would take it as a second job.
He was surprised at how much fun the event was.
"It's kind of nice because we kind of help each other to meet the customers, and you know it's quite interesting that you get the feedback straight from the people that love your designs. And meeting them is really nice, because they give you, as I said the feedback, which is really lovely," he said.
Serbian designer Roksanda Ilincic thought the Vogue event showed the industry's positive spirit in fighting off the economic blues -- because even they were affected by the downturn.
"I think it did affect me, and I think it's very important to actually be in tune with the time and also with the economical climate. So I introduced more of the separates that are maybe easier to wear during the day," she said.
"Fashion's Night Out" took place less than a fortnight before the much-awaited London Fashion Week.
On its 25th year, LFW will be housed in new venues, with big names like Burberry and Jonathan Saunders showing in London.
Marios Schwab talked about how London, as a fashion capital, is unique.
"I think the nice thing about London is that it's almost like we're all friends, and we kind of help each other in a way. And it just takes fashion in a different level which I really like. It's very humble, and it's very different from many other cities, I guess," he said.
London Fashion Week runs from September 18-22.
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