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One of the most important moments of the fashion calendar is almost upon us. With London Fashion Week going part-digital, part-physical this September, things will be a little different and look to create a new normal for fashion weeks going forward.

Following in the footsteps of Paris Fashion Week, this LFW will be a mix of digital and physical showcases, with physical shows following social distancing guidelines. For digital showcases, you can follow along at Londonfashionweek.co.uk, where the platform will share exclusive multimedia content, photography, and film to communicate designers’ collections and visions for Spring Summer 2021. Plus, this year, the line-up will include gender neutral showcases, with men's and womenswear invited to display their collections.

Dates for your diary: Thursday 17th September - Tuesday 22nd September 2020


We caught up with fashion and lifestyle influencer, Polly Sayer, to discuss how she’s following London Fashion Week at home this September and to talk all things London.



How will you be following LFW at home this September? 

I’m trying to embrace the positives of being able to follow LFW digitally, i.e. not having to traipse from show to show and being able to enjoy it all from my sofa. Fashion week can often feel quite exclusive but making shows available to watch digitally makes it far more accessible for all, which is a great thing. 


What can we expect from digital showcases? 

I think given the drastic change we’ve seen over the past six months, we can expect something a little different to the norm. Priorities have changed, consumers have changed, and I think there’s been a gradual shift towards more trendless collections over the past couple of years that can only have gained momentum. I’m excited to see how the gender neutral collections will look too, as this is a relatively new concept. 


What will you miss the most about seeing a physical runway show?

I’m sure designers will be taking special measures to ensure shows are just as much a visual spectacle digitally as they are in person, but nothing quite beats the buzz of a real life runway show. I’ll miss spotting faces I know on the front row and getting street style inspiration too. 


What shows will you be watching virtually this LFW? 

I’m particularly excited to see JW Anderson’s show, everything he does both at Loewe and his own brand is so beautiful. Rixo have always been very innovative with their shows, so I’m excited to see what they come up with this season. I’m also keen to see Bethany Williams’s show as I love her stance on sustainability.


What one trend do you want to see showcased for SS21?

I’d love to see the focus on more ethical and sustainable practices continue to grow, as well as a focus on more timeless wardrobe staples instead of zeitgeisty trends.


Quick fire round

Spring summer or autumn winter… Such a tough one as I love both for different reasons, but probably Autumn/Winter overall. You can’t beat a good knit!

Currently binge-watching… Dirty John: The Betty Broderick Story. I’m absolutely hooked and Amanda Peet as the lead is incredible!

After work, you’ll usually find me… I mean, furiously trying to catch up with my emails is probably the truthful answer! But in the interests of sounding a tiny bit cooler, probably on the sofa with a margarita in hand cuddling my dog Barry.


Polly Sayer's Guide to London

Where to Stay: 

I’ve sadly not had much of an excuse to stay in London hotels as I live locally, however I’d love to give The Ned or Artist’s Residence a try. Both look so gorgeous, from what I’ve seen from others who have stayed there.

Source: Instagram @thenedlondon


Where to Eat: 

The Dairy, which was previously in Clapham and has just reopened in Bermondsey. I hope they’re still doing their tasting menu in the new location, because it’s out of this world.

Source: Instagram @thedairybermondsey


Where to Drink: 

Bar Swift in Shoreditch - best Margarita I’ve ever had, and I’ve had many!

Source: Instagram @swiftbars


Where to Visit: 

Having moved out to the ‘burbs (a.k.a. zone 6) I’m forever championing the parks around Hampton and Richmond for a slice of the country that’s still within easy reach of the city. I especially love them this time of year when the leaves start to turn, and you can spot deer wandering around. 



Shop the new collection here

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