Unlike some Fashion Weeks that make you pay for access, London has always been a bit more democratic when it comes to granting you a seat in the hallowed rooms of Somerset House. With no charge for tickets, there's no financial barrier to attending, however you can't just be any old Joe Bloggs (or should that be Joe Blogs, for the modern blogerati?) and expect to be lavished with invitations. In order to be considered for a pass that lets you wander around the exhibition area and the beautiful buildings within the Courtyard, you need to officially register as a blogger on the LFW website and have generated a serious amount of traffic on your blog, backed up by Google Analytics stats. So what about those of us who don't have a cult following? Where do we stand if we're not household names in the blogosphere?
Attendees at LFW, waiting in the Courtyard at Somerset House.
The answer is that you have to be savvy and look out for opportunities, either by impressing a PR company with your self-starter attitude and getting them to send you tickets directly (which, let's face it, is not going to be easy) or you can get entering competitions and be in with a chance of winning your way to rub shoulders with fashionistas. Last year I did just that and was sitting on the front row at Holly Fulton, thanks to Grazia Magazine.
One of the style-conscious men waiting in the Courtyard.
Holly Fulton AW12 - it was amazing to see in person.
This time around I'm pleased to announce that I will be personally helping bloggers to win their way to Somerset House, thanks to renowned ethical designer Ada Zanditon who has teamed up with easyJet Holidays to shoot her forthcoming Spring/Summer 2013 collection in Cyprus. To celebrate this partnership, a blogger challenge has been set, showing how fashion and travel are closely intertwined. All you need to do is pick one of two fashionable destinations over the course of three weeks (you can enter for one, two or three of the weeks, so you can fit it around a busy schedule!) and tell them what outfits you'd pack to visit your chosen holiday spot.
I'll be judging Week 2, which kicks off on Friday 24th August and pits traditional fashion favourite Milan against cool newcomer Palma, Majorca. After the competition has closed at the end of Week 3, there will be three lucky winners announced who will bag tickets to a London Fashion Week event (17th September 2012) with Felicities PR to see Ada Zanditon and other designers showcasing their new creations. They'll also gain access to the amazing Exhibition area, which I've worked at before and can honestly say is a hotbed of stylish new brands. Three runners-up will get goody bags from the event, getting a taste of the Fashion Week atmosphere.
If you'd like to find out more and check out the Terms and Conditions of entry then visit the fashionable holidays page. Stay tuned for my judge's blog post where I'll be deciding for myself between the two fashion destinations and picking a favourite.
I'm really excited about seeing the entries and finding out what you lot would put in your suitcases for a fashionable break. Good luck!
[All photos my own - please ask before reproducing].