Every fashion week attendee has their favourite little spot of solace between shows and mine hasn’t changed since it launched. The AW14 ‘Apartment‘ – as always – was filled to the brim with amazing clothes, shoes, food, and general good times.
While Fossil had a branded room of their very own (and arm parties to die for), the closets were filled with samples from Next, Wolford, Wishbone, Superga, Russell and Bromley, and Sock Shop – leaving special days aside for an Apartment takeover of both Timberland and Forever 21, respectively.
Breakfasts and afternoon teas were provided by Aubaine, every room was scented with Penhaligons‘ dreamy fragrances, our rides were pimped out Hyundais, Beauty Drink kept us hydrated (and deliciously pretty!), and Oliver Bonas tricked out every empty corner with some of the most gorgeous homeware around.
My favourite part? Blow Ltd‘s beauty takeover. By appointment or walk-in, all Apartment bloggers could have their nails, hair, and make-up done by Blow’s glamour pros at any time of the day. Though I only managed to have the time to sit down on Day One, it took them less than 45 minutes to take me from ‘I just woke up’ to a Sixties bombshell. That is no easy feat.
Is it SS15 yet?
The Apartment is a fashion week godsend. (Abisend, if we’re getting specific.) Created by Abi Marvel, The Apartment is a full-fledged apartment that houses many of the UK’s best bloggers over London Fashion Week, bringing bloggers and brands together in the best of ways.
Now in its second season, The Apartment kicked off Autumn/Winter 2013 with a dinner sponsored by Windows UK who very kindly gave us Windows Surface tablets and HTC Windows Phones (you have to check out the technology here! USB ports on a tablet = perfection) to use over Fashion Week. After one too many lemon drops and a 3-course meal from super-talented celebrity chef Joe Gray (of Slovely), we were effectively ready to hit LFW.
But the fun doesn’t stop there. Over five days The Apartment plays host to a plethora of activities, including daily style sessions from big-guns like The Outnet and Atelier to Go. With closets and rooms packed with samples from Russell & Bromley, Superdry, Nelly, Forever 21, Dune, Free People, Next and more, The Apartment bloggers can loan anything they would like over Fashion Week.
Because the ‘full look’ is of the utmost importance, Rimmel London make-up artists and John Frieda hairstylists were on hand each day to primp and preen us to perfection. Mr. Giles Robinson even convinced me to chop my mane off.
With frequent use of The Apartment’s Lavazza machine and giggles-a-plenty with the rest of The Apartment bloggers, I have to say this was one of my best Fashion Weeks to date.
(Be sure to check out the wonderful mini-series at the end of this post!)