WAKE UP LONDON! #LFW IS HERE

London Fashion Week is back and once again the Topshop team are on the fashion front line poised to report the trends, the shows and – if you’re lucky – a little of that golden fashion week gossip.

New York Fashion Week came to a close last night (we’re obviously still swooning over Marc Jacob’s finals looks) but there’s no rest for the style-obsessed and at 9.30am this morning editors, bloggers and fashion peacocks crowded into Somerset House’s well-loved tents for the formal opening. Who better than Net-a-Porter founder and all around chic-in-chief, Natalie Massenet, to welcome in the five days of pure, unadulterated fashion to the world. Live streamed via the BFC, the breakfast itself was a very British affair – we reckon most of the NY contingent are still on the flight over – with the UK’s key fashion critics filling the room – Sarah Mower, Jess Cartner-Morey, Hilary Alexander, Robin Kotze, the Grazia team – while sipping tea from china cups and nibbling on mini pastries.

Natalie kicked off the talk by introducing this season not just about fashion in it’s purest form but with the underlying theme around all things tech. (Oh, did we mention we’re aiming for our most social catwalk yet for Sunday’s Topshop Unique show?!)  If that statement from Natalie wasn’t enough Google’s Head of Innovation, Peter Fitzgerald, took the stage to wax lyrical about the big smoke’s killer status in the tech world. “London is set to be the most tech savvy capital of the world,” he said, naturally via skype and a large screen, “the internet is boundless and there are so many exciting things happening this week.” Natalie couldn’t help but chip in, “London does not only have the best designers, but the savviest in terms of how they use digital!” Here, here!

Clockwise from left: Net-a-Porter’s Natalie Massenet, InStyle Shopping Editor Robyn Kotze, Grazia stylists Josh Newis Smith & Anna Foster and ex-Telegraph fashion editor Hilary Alexander

The British Fashion Council is going above and beyond to establish London as THE place where fashion meets tech to perfection with a line-up of talks dedicated to fashion and digital.Monday’s talk on “Can you bring real luxury online” will see a panel of talent including MatchesFashion’s co-founder Ruth Chapman and editor of the New Scientist, Sumit Paul-Choudhury – talk about a combination? Whereas Tuesday’s talks see the super tech-heads get together as the founder of shopping app on the up ASAP54 chats with Rachel Arthur of WGSN and others. Not got an invite? Don’t worry! These talks are free to the public and we can’t recommend them enough.

Photos by Stylonylon