Published on February 24, 2014 | by Hollie Bracciale


There’s nothing like the excitement of a fashion show

As London Fashion Week draws to a close, ALN caught up with LCF graduate and fashion designer, Veronica Basharatyan, about the hectic days leading up to her label’s fashion show:

Model wearing Veronica Basharatyan

Model wearing Veronica Basharatyan, preparing for the autumn winter 2014 shows at London Fashion Week. [Veronica Basharatyan]

My mornings are always early in the run-up to Fashion Week. I wake up without my alarm no later than 7am and start mentally checking off the list that’s constantly growing in my head. Invitations, preparations, fittings – I go through it over and over, always adding something else to do that day.

The closer a show gets, the more hectic my days are. Work starts before I’ve even eaten breakfast, which is usually something quick whilst I sit in front of my computer.

My first job is checking through emails that have flown into my inbox overnight before getting ready for the day’s meetings. As I’m running around a lot I always wear something that’s comfortable but classy and stylish at the same time. I rarely wear jeans – it’s not so much my thing.

My day takes me all over the city. Production and PR are in east, the main studio is in central and stockists are in west London. From 9am I meet with buyers, visit stores and try and do some research in fabric shops to find exactly what I need.

As it’s so close to Fashion Week I also have to think a lot about how the show will look. I squeeze in appointments with agencies to cast the right models, followed by hair and make-up tests to finalise the style for the show.


With the help of my team, each season we develop a certain look and go to the casting prepared. There’s a certain type of girl that I look for, but it is all very last minute during Fashion Week and it’s only on the day that we get the final girls. As all my collections are based on different locations, cultures and looks vary a lot. However, we always aim for a self-confident girl who is eager to experiment.

Preparing the collection is of course the biggest thing to do – there’d be no show without it. And although preparation is everything I must admit sometimes I just have to pray everything goes smoothly on the day. The stress is crazy but I love my job so I enjoy everything about it.

When I can, I visit galleries to relax but also to find inspiration. For my last collection [Spring/Summer 2014], surrealist artist Frida Kahlo’s work was a big influence. Her style inspired the colour palette and androgynous silhouettes of my pieces.

By 6pm I try and switch off. I like to try and keep work strictly in working hours and use the evenings to wind down. I go out or have dinner with friends – or sometimes just enjoy spending time away from my studio in manic central London.

In the evenings I think it’s important to try not to think about work as much as I possibly can, which is obviously hard as my mind is now very much focused on Fashion Week.

It’s a hectic time, and preparing for a catwalk is pretty stressful, but there’s nothing like the excitement of a fashion show.”



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