Change All Round

Sorry to harp on at it, but it's fashion week, had you noticed?

Unlike previous years when I had gone to shows and parties, this year I haven't. Unlike previous years I've decided to sit at a safe distance and watch how London changes when the fashionista's roll into town and take over the pavement with their 6 inch Jimmy Choo's.

After much thinking and analysing (mainly staring though if I am honest) I have realised just how HUGE the effect of London fashion week is in all sectors of the London scene (please also note I wrote 'huge' in capitals so that means really, really big).

My day of revelation began when I heard that the chef at one of London's top hotels on Park Lane had introduced a skinny burger to his menu for Fashion Week only. I can hear all meat lovers crying in the corner as they read that there is such a thing. The Buffalo steak carries only 2.4g of fat compared to the 9.2g of a normal burger. Thats right, 9.2g of fat.

It's not my place to say if this is right or wrong but what I will say is this, its a burger. A burger is a burger and if it is healthier but tastes just as yummy then count my chubby little hand being raised to the sky as a resounding 'count me in' when it comes to the skinny burger.

After my skinny burger revelation, down the high street I strut and its everywhere. A certain mobile phone network are providing a VIP experience where you can win a Fashion Week style overhaul and a mobile brand have even converted a store into a catwalk complete with red carpet and actors to pap you. Glorious I hear you sigh!

The truth of the matter is this, its about branding. The quick and creative will come up with something that no one else is doing that has the power to make bloggers like me write about it (dam, I fell for it again!).

The smart ones get the plans in motions months in advance because they know the weight of the fashion circus that comes to town every time its Fashion Week.

As a very wise supermodel friend once said (yes, thats right, she is very wise and a model)...

"Fashion isn't about clothes. Its about a look, a touch, a taste or a smell for something more. " and she is right.

Tell me which sector you work in and I think I could construct a reasonable and solid example of how it effects you directly. If you don't believe me, well maybe its time to open your eyes and smell the leather of the new Marc Jacobs given to your competitor as a 'thanks' for their collaborative support over London Fashion Week.