Why I’m Not That Bothered About LFW

I'm always very hesitant to describe myself as a fashion blogger (although, largely, a lot of the time I do, just because it's easier than describing myself as a personal-style-imagery-with-lifestyle-think-piece-text-blogger). The reason? I really don't know that much about fashion.

And that's me, holding my hands up, confessing that I don't have twelve different magazine subscriptions and that whenever a LFW showcase invite pops into my inbox, I instantly have to go and Google the obscure designer name because I really don't have a bloody clue.

Whenever Fashion Week season rolls around, conversation is instantly concentrated around "so, are you busy this season?", "what shows have you got planned?" and "did you get invited to [blank] party?". Imagine this series of questions, slightly altered but inevitably on a loop, as everybody hones in on the one thing that we all seemingly have in common.

Apart from a lot of us don't. I was invited along to a Lulu Guinness Afternoon Tea event yesterday (which, by the way, was amazing, and I've been a HUGE fan of the brand for ages now so it was a dream come true of sorts) and unsurprisingly conversation fell onto Fashion Week, and we each began discussing what we were or weren't doing. I'm guilty of bringing it up too - you know that the people you are talking with are a part of the industry, so even if they aren't all that involved or interested, they are still going to have some sort of opinion. It's a good conversation starter, at least.

But, honestly, it's just isn't that interesting for me. And it's an idea I've been toying with for a while now, going back in forth in my mind as to whether I could enjoy it if I invested a little more time and energy into the thought of it, or whether I'm trying to force myself to enjoy it because that's what I'm supposed to do, as a "fashion" blogger.


I've been to a couple of Fashion Week seasons up until now, but I've never attended a show. I've never sought out the email addresses for organisers, I've never trawled the websites submitting applications like crazy, I've never accepted any that somehow found their way into my inbox - in fact, I don't think I've ever come close. When I was discussing this yesterday at the event, I explained that the reason I've always been so reluctant to go, is that it just doesn't seem relevant to me. Or even that exciting. Whilst I can admire the intricate creativity behind weaving a show and a collection together, as well as the immense amount of work and vision that goes into making it happen, if I really want to see a show, I can either watch it live online, see the whole thing through another attendee's Instagram stories or just wait for some press shots to go up.

If I did go, I'd only be shoved at the back of the room, not being able to see over the heads of some other definitely more important people and having had to queue for three centuries to get in. This isn't even necessarily a gripe either, because in the arena of professional, elevated and 'serious' fashion, I don't have the knowledge, passion or position in industry to really even warrant being in the room.

So much of London Fashion Week is being in the right place, with the right people, at the right time. This is especially the case for bloggers. There's tiers of importance and popularity; when you begin, you'll hang around general areas, just wanting to be a part of the buzz and the atmosphere and hanging out with the girls you've loved online but never met (this is THE most fun part); you'll then start getting invited to high street events, maybe the odd breakfast or dinner and the occasional gifting room; once you make it up a little further, you'll get free hotel stays for the duration of LFW, a bombardment of "we'd love to dress you for LFW!" emails (read: free advertising), some cool paid opportunities and a spattering of obscure designer invites; and then, when you start to reach the top tier echelons, you'll find yourself being driven around in a Mercedes Benz, being allowed to actually sit near the front at some well-known shows and being papped like crazy on the much-loved Fashion Week cobbles.


Coat - Zara (similar ASOS White here, and similar ASOS here)

Sleeveless Jacket - Topshop*

Wide-legged Trousers - Topshop*

Shoes - Zara

Sunglasses - Ray-Ban*

Bag - J. W. Anderson

Necklace - Carrie Elizabeth*

Photography - Hannah Gale

No matter where you fall on the scale of LFW n00b to platinum expert, certain aspects of the whole hub-a-bub are fun. For myself, it's the perfect opportunity to see the girls that I always admire online, but who I don't often get to see in real  life. Most events revolve around food and alcohol, too, and I'm never one to turn down a free glass of Champers and a plate full of finger sandwiches. London Fashion Week can be enjoyable, but for me, too much of it has become about quietly solidifying your status and demonstrating how relevant and in-demand you are. Too much of it is about being better.

A lot of it costs money as well, especially if you aren't being offered the free hotels or free Ubers, but you still feel obliged to accept some invitations and attend some events for the sake of career progress. Staying in London during LFW can cost a bomb, and even if you end up travelling in and out of London each day, train fares easily rack up and by the end of it, you can be left wondering if that huge expenses bill was really worth the free pleather jacket and mention on Boohoo's Instagram Stories.

I still love LFW, in a distant, keep-it-at-arms-length kind of way. I'm not slagging it off either - I know plenty of men and women who look forward to it each and every season, and I respect that. If you're passionate and excited about it, then of course it's worthwhile for you. And I'm sure that I'll still be chomping at the bit to accept fun dinner invites and cool paid jobs - I'm not swearing off it completely, by any means.

But for me, as somebody who is more interested in typing up my toilet-seat thoughts from the comfort of my sofa, rather than reflecting on the inspiration for Marques ' Almeida's new puffer coat, I've decided that it isn't worth investing my soul, time and money into, just because I feel like I should. If that means missing the biggest event in the fashion calendar, then so be it. And if it means that I'm putting up roadblocks on the path to fashion blogger success, then so be that too. My goal has never been to know every new item from every new designer, and be commended rather than hated by the likes of the glossy, high-end magazine publications; rather, I just want to wear things I like and write about things I'm interested in, for people who will hopefully be interested too.

So no, I'm not that bothered about London Fashion Week. But honestly, I don't think it matters that much, anyway.


  • Abi Street

    This is such an interesting post! It’s actually refreshing to hear that a fashion blogger isn’t interested in Fashion Week. My views towards it are pretty much exactly the same as yours!

    Abi | abistreetx

  • I only started reading your blog not too long ago but I love the way you write and how honest you usually are in your posts. This was no exception, I enjoyed reading your thoughts on this. I’ve never been to fashion week and I would like to attend just to see what it’s like, maybe one day. Great post 🙂
    Coco Bella Blog

  • Just when I started to feel a bit disheartened about not being invited to LFW and “status” in general, you go and write this ❤️ I absolute LOVE fashion. I also love being able to attend events to finally meet the bloggers I talk to/stalk on instagram. But I’ve always felt really uncomfortable with being seen as a “how many followers do you have?” number and feeling ostracised for it…For that reason I’m a bit put off of LFW because it just kind of scares me a little lol Like I’d be a guppy in tank full of sharks! (OK a tad extra but you know what I mean…) But my point is, I do agree with you, I think I’d rather shout “YAAAAAAAS” when I see a sick model walk from the comfort of my sofa for now lol xx

  • Latisha Marcum

    I’m so glad someone was finally honest about their feelings about fashion week! Often times it’s very one sided. Very well written as per usual!

  • This post is so, so lovely and relatable Chloe! I always love your honesty in your posts! When I was younger, I used to always want to go to LFW. LFW always seemed so magical when growing up, especially because I love London so much, but now that I have seen vlogs and Instagram stories of people running around like crazy during LFW, it kind of put me off fashion week. Being in large crowds like that also just gives me anxiety. So I love watching a few of my favourite shows such as Topshop and Burberry live online here in The Netherlands 🙂

    Also you look so gorgeous, as always! Love that trenchcoat!

    xx Laura

  • This is so wonderful! From a blog reader perspective I don’t really want to read about LFW anyways – I’d rather you keep putting out your tripe of content because that’s what I enjoy. If you started sharing all the glossy runway snaps and giving me the details of a new designer’s line I wouldn’t read that post. Keep doing you because I’m obsessed.

  • Wow such an interesting post Chloe, so much more refreshing than the ‘ Look at me i’m at LFW because i’m important’ posts I’ve been seeing lately.



  • Claire Kirkby

    What a great article. I love your honesty.
    I went to LFW as a student to help dress the models backstage. As a fashion student at the time It was pretty cool to witness the business side of the action, I was always inspired by the fantasy and fairy tale side of fashion from a creative aspect. But actually one of the more famous models was terribly rude to me and had no manners what so ever, which did cast a shadow over the experience.
    I did get to see Erin O’Connor though and as a big fan of David Downtons’ fashion illustrations, this made my day.

    I do think it has all changed since then as the internet has grown and the advent of bloggers and online streaming, everything is so much quicker and the beautiful clothes and ideas on the catwalk are somehow lost in the churning ‘buy it now’ and instafashion which inevitably ends up as a watered down rip off in Primarni and ‘I got it for a fiver!’ (weep!).
    I recently watched Alex James’ (Blur) documentary on Amazon prime ‘slowing down fast fashion’ and It left me with the feeling that we need to take a step back from fashion and maybe concentrate on the planet a little bit more. I am of the same feeling as yourself, I’m a fashion designer who doesn’t actually like the world of fashion but more the fabric and creating interesting clothes to wear and keep forever.

  • I can totally relate to this! I am not attending fashion week and am not even bothered by that. I RSVP’d no to some invites as well becaudr I felt like going would just not benefit me. So glad to see another blogger feeling the same way!


    Ellie xx

  • Lea H

    whenever LFW comes around there are so many bloggers that rave about it and every now and then you get that one person who says they aren’t really that interested or just weren’t going to go full stop. Thanks for being so honest and I can tell that there is a great struggle because it’s good for connections etc. but if you aren’t that bothered how can it be pleasurable… I think you’re doing it right. Not every big event is for everybody and just do what makes you happy!
    lea, xx


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