The cold and wet months of January and February only mean one thing to the stylish elite: Fashion Week! For four consecutive weeks, editors, buyers, influencers, stylists, photographers, bloggers and style-conscious celebrities flock to ‘the big four’ fashion capitals of the world. Paris, London, Milan and New York are the destinations where many discoverthe next seasons’ trends.
Paris Fashion Week (PFW) is attended by the top fashion editors who head to the stylish city to see the very best of what fashion has to offer. London Fashion Week (LFW) is far more relaxed and really looks to tackle young, fresh talent in ‘hip’ and trendy locations around the capital.
Appreciating how stressful attending shows can be, Swiss sportswear brand On wanted to host a gentle running event to highlight the importance of looking after your body and mind in the often hectic world of fashion. Gone are the times when Fashion Week is only about partying and everything that comes with that – today, being conscious of nurturing your mind, body and soul is vital to keep going.
On held a similar event in Paris last year, which they were keen to replicate in London and this is where we stepped in! We were involved in all aspects of event organisation – inviting guests, managing the venue, organising media car pick-ups, ordering outfits to be delivered pre-event to all guests and hosting on the day.
The event kicked-off at the crack of dawn with a welcome from the On team, followed by a gentle 5K run that took in some of London’s riverside landmarks at sunrise. Our guests were kitted from head-to-toe in On kit, which looked great on the run and even better in the event photos.
Post-run, the media enjoyed a nutritious breakfast at ME hotel’s Radio Rooftop Bar before heading off and hitting the shows. It was a great start to the day and, through a miracle, we even manged to escape the forecasted rain and were graced by sunshine. All in all, it was an event that came together brilliantly and was enjoyed by everyone that joined us.
By Vikki McGill, Media Relations Lead & Community Manager