Published on February 27, 2013 | by Jennifer Logan

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Behind the scenes at London Fashion Week

Jennifer Logan

ALN deputy news editor Jennifer Logan [image: Alastair Johnstone]

It was my second time covering London Fashion Week as press.

Feeling privileged and excited, I couldn’t wait to hit the fashion buzzy atmosphere, meet new people and see some of the collections presented.

Gaining the press pass was nice and easy.

I had forgotten about the horrible part; contacting copious amounts of PR companies, in the hope of receiving show tickets.

Only just realising I have racked up a £300 phone bill, I see how many I must have rung!

Checking my post box three times a day, I had realised I had entered a cruel waiting game and had no choice but to just wait and see if tickets would arrive.

Thankfully they started rolling in and I could sleep a little bit better. It took me a while, but I eventually accepted that Burberry’s invitation was unfortunately lost in the post.

What to wear?

Due to all the stress of gaining tickets, I hadn’t even thought about what I was going to wear.

Unfortunately, unlike some lucky people, I wasn’t born with a silver spoon in my mouth, it was a very standard not-so-shiny spoon, so I had to cope with whatever I already had.

I decided to go for all black, you can’t go wrong, right?

Getting to Somerset House, I entered a huge crowd of people rushing around to get their passes and free goodie bags. A free Mulberry canvas bag, but only with a show schedule book inside– oh well, it was still worth the queue.

“I don’t think I can deal with the humiliation of whipping an old, scratched Blackberry out of my pocket again”

Outside by the British Fashion Council (BFC) Courtyard Show Space is really where it all happens.

The excitement of heading to a show and seeing if you can spot someone special, ready to quickly run over to get a quick snap before the paps beat you, it is quite a buzz.

I could stand outside there for hours and not get bored. Seeing people individually and beautifully dressed walk by – but this also made me realise the amount of competition I am facing in this huge industry.

Getting in the Courtyard Show Space waiting for a show to start is very exciting. The atmosphere is indescribable. Though unfortunately most of the time I was sent to the standing area.

Small height, big challenge

I am five foot tall so being sent to the standing area was quite a challenge.

It’s tough when you’re fighting against people around you just to get a full view of a collection. You have to be careful not to get hit by cameras and iPads when a real ‘take a picture’ moment comes up. My wonderful Blackberry Curve– or Bold, I don’t even know the model  – was an ultimate failure at those moments.

In this space though, I realised there were so many of us hoping to make it in this challenging industry. This was just in the catwalk space though, tons more of us were still queuing outside hoping to get in. The space just could not accommodate all of us, it was outrageous.

Gone are the days of just the fortunate magazine workers attending the shows – now pretty much anyone can get in. Small press, buyers, bloggers – so many bloggers – you name it, you can get in.

What it ultimately comes down to is that for anyone wanting to get into this industry, like myself, it is not going to be a walk in the park.

I realised you need to be ruthless and it is going to take a while getting to where you want to be.

And also, maybe I will never get there at all.

But I am prepared for the fight.

I think my first step is to get an iPhone. I don’t think I can deal with the humiliation of whipping an old, scratched Blackberry out of my pocket again, holding it ridiculously still to get a relatively decent photograph.

I really need to step it up a notch.

Follow Jenny @jenniferl0gan

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