This time last year, I was ready to cry or eat myself into oblivion due to the amount of #lfw tweets on my timeline. This year, was a different story- I finally made it. Although it was an amazing day; the lead up to it was by no means fun- as I frantically scoured for info on the rules of attending. Answers were few and far between- although the lovely Gem Fatale and Ondo lady both were fab at answering my questions. It got me thinking- how many bloggers were facing the same problems as me? Or, how many were feeling like lfw was something that they'd never be able to attend because of lots of unneccessary loop holes?
I decided to write a little post in a bid to help, before I begin ladies- I'd like to reiterate this is coming from a newcomers perspective. If you're looking for how to drink champagne and swap cards with Pixie Lott you're in the wrong place.
Step 1: Get Accreditated (or not)
A month or so before LFW kicks off; the official website allows us bloggers to get accreditation. The whole process is unneccesarily complicated, reinforcing the idea that accreditation is vital or the sommerset house police will carry you over their shoulder before you can even get a vitamin water (not true btw!)
They require stats; so best to register with Google Analytics if you haven't already. The easiest way I think is to then convert this into a PDF via print screen. Once you've done this, one of 3 things will happen.
1. You get accreditation.
2. You get rejected.
3. You get ignored (like me!)
My LFW time was off to a terrible start; it seemed I was so unimportant that they couldn't even be arsed to send me a rejection email. However, all was not lost when I discovered 2 very important things.
NEWSFLASH 1: You do not need blogger accreditation to attend lfw shows; whether they are at Sommerset House or not. I did both with no problem. Accreditation gets you a snazzy lanyard, entrance to the exhibition and entrance to the bloggers bar (a huge let down with no drink in site; it's simply a group of laptops in the entrance)
NEWSFLASH 2: If you do want a lanyard (I'm not going to lie; they look cool) then plenty of bloggers were rocking up on the day and getting accreditation. Seems they're actually pretty laid back at Sommerset House.
Step 2: Getting tickets.
A fortnight or so before it all starts,the LFW website publishes the full show schedule. It also publishes PR details for each show. If you are lucky enough to be accredited, then your details get passed to the PRs so you may get invites directly. However, it's also perfectly acceptable to email a PR, stating your site, your contact details and request tickets. I did this and got tickets to 6 shows.
Now, this is the part when you need to be realistic. You're probably not going to get in at Topshop Unique or Henry Holland on your first attempt(although it's worth a go). However, Blow PR also release a list of off-schedule LFW shows; usually run by Vauxall Fashion Scout.
These are held at the beautiful Freemasons Hall (pictured above) and in my opinion are just as good as the on schedule shows I attended. As the clash with the main shows, it's much easier to get tickets too.
Another tip is to follow the PR's in twitter, as they often tweet things like 'about to sent out invites to ______, send requests to..' I'm sure the list is huge, but POP Pr and Forward PR are really friendly and very interactive with twitter requests.
Step 3: Get some swag (as in freebies; not Cher Lloyd)
I don't care if people say they are not bothered about freebies as it ruins their integrity. I like free stuff! And why shouldn't I? I work very hard on my site with no monetary gain and if leads to some perks then so be. And boy are there some perks to be had at LFW.
Firstly, bloggers lounges are great and usually sponsored by cosmetic companies who can pass on their products to bloggers. I attended the Glam Media lounge, who had Rimmel make up artists, champagne and goodie bags!
I also attended the Bourjois Pop Up shop in Shoreditch; which I'd really recommend. It's open to every one, not just LFW attendees (although it did seem everyone there was a blogger!)
There is of course show goodie bags, more about them in a second.
Step 4: Going to a show
You've made it to a show! Hurrah, what next? I personally wouldn't recommend queing for ages as you should know already if you're seated or standed. Each show varies; some label your seat on the ticket others operate a dotting system (a dot usually means you're seated). You could queue all day, but if you haven't got the right ticket you are not getting FROW.
The shows are so quick, so I personally just tried to take it rather than manically snapping. Remember to take a few cards and swap with the person next to you!
Finally, goodie bags are usually for front row guests only. However, a lot of these people are so important they can't possibly carry a goodie bag and leave it behind- so grab it! I did this at 2 shows with no problem. Obviously check you're not stealing it from someone who wants it, but if you don't take it someone else will!
Finally, if you are ticketless I'd still recommend heading to LFW. There are lots of people who queue with the hope to get in anyway and some do succeed. In turn, if you bump into bloggers or writers, a lot have extra invites and are more than happy to pass them along! I got 2 extra invites this way! PR just want filled seats so aren't ruthless that at checking these!
That's in- my guide to LFW! Hopefully come September, I'll have it down to a tee but I hope my tips helped you all the same. If so let me know, and pop any qs you have below.
