London fashion week is just around the corner and this year promises to be bigger than ever. The event will run over 4 days (1 extra day for the men’s collection) and will profile not only the most established and respected names in the industry, but also some of the freshest up and coming designers around. In total there will be over 150 exhibitors showing at Somerset House in The Strand, from Ada Zanditon & London Spa to Zoe & Morgan, and they will be competing for the attention of the top buying houses and high street fashion scouts.

Spring/Summer 2010 collections will be the focus of the show, although this year promises to have different priorities than the ones that have gone before it. With all the buzz surrounding eco friendliness at the moment, the ‘estethica’ portion of the show has been pushed to the forefront and has taken a leap forwards in popularity.

Estethica has actually been running since 2002 at the fashion week, but it has grown this year more than any other, with fifteen new labels showing their goods. It was originally started as a BFC initiative, aimed at profiling and championing UK eco-fashion, but it has now been fully embraced by everyone involved and organizers are keen to promote the fact they actively involved in making fashion ‘green’.

There will be many elements of fashion displayed at the shows, including accessories, shoes and bags. However, in another move forward for the fashion week, there will also be beauty products and make-up shows taking place across the 4 days. Whilst some may consider this not relevant to fashion, the organizers argue that anything that influences appearance comes under the fashion umbrella, be this eye liner or pedicure products. Depending on how well this section of the show is received, it could become a permanent feature of the world famous London fashion week.

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