FASHION EAST SS10

The lovely Lulu from Fashion East has been blogging for us straight from the front row all week so we we’re particularly excited to go down to Somerset House and see her show! Always one to spot the most exciting young designers and propel them onto the London scene, Fashion East has become one of the hottest tickets in town … everyone from top fashion critic Sarah Mower to Victoria Beckham was there to see who Lulu was supporting for SS10.

And what a cool show it was! Set in the vaults below Somerset House, the catwalk snaked around corners and even ended up outdoors where fashions most respected were greeted and seated. For SS10, Fashion East gave Holly Fulton, Heikki Salonen and Michael van der Ham the opportunity to present their collections to fashions most respected figureheads.

Back with Fashion East for the second year running, Holly Fulton has gone from strength to strength. Blazing with colour, texture and not holding back on the bling, we can see why Holly won Scottish New Designer of the Year! A homage to Eduardo Palozzi’s Wittgenstein in New York Holly’s SS10 collection had a sexy, graphic, art deco vibe which made the front row sit up and pay attention! Holly’s sharp yet simple shifts in acid yellow, bright turquoise and orange were adorned with hand drawn graphic prints embellished with Perspex, Swarovski crystal and metal that were definitely a hit with the front row.

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For SS10 and his debut with Fashion East, Heikki Salonen created a collection entitled Cool Kids Never Have The Time. A dark collection that we can see all the cool girls who love a bit of downtown cool rushing to buy, the collection gave wardrobe classics a laid-back vibe. In neutrals, blacks and whites and various shades of Ecru, shapes were simple but given an unexpected, detailed twist when zips, buttons, seams and pockets were given a decorative turn.

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After causing a stir at Central Saint Martins' renowned MA show last season, Michael van der Ham made his debut at London Fashion Week with Fashion East for SS10. Sourcing designs from different decades of the 20th century to create his collection, the up-and-coming designer merged vintage embossed jacquards, silk tulle, sand washed satin and foiles with synthetic crepes and organza metallic jerseys to create pieces that excuded dishevelled luxe. Also clashing textures, prints and colours to create a collaged effect, each of his dresses have an individual touch.

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Oh yes and did we mention how muh we loved the goodie bags? Best one so far! Thanks Lulu …