In September 2009, Vogue took its lavish pick at the world’s greatest fashion icons, and the world was invited to attend- an unprecedented occasion, held in the world’s largest twelve capital cities. The bold result of a global fashion initiative, Vogue’s Fashion Night Out is a glamorous medley of internationally acclaimed designers, boutiques, high-street chains and department stores. The London scene was the perfect complement for Vogue’s Fashion Night Out- with the capital’s reputed name as a top global shopping destination, and its highly acclaimed local designers, the party was there to stay, and shine. Needless to say, from 6 pm to midnight, London’s West End was infused with high fashion spirits, which kept shoppers buzzing about in sheer elation.
The event’s immense success and instant popularity gain raised the bar for Vogue more than just up a notch. Only its second year round, and the expectations for London Fashion’s Night Out are high, while fashion spirits are stirring in anticipation. So, what was so enticing about Vogue’s Night Out, that’s got the whole world waiting for?
For one, it is unparalleled, in both character and organization. Vogue’s Fashion Night Out was a sensation for all involved parties- London’s fashion stores welcomed thousands of new customers, and left retailers counting up unprecedented record sales. The extended shopping hours abounded in original in-store activities, ranging from workshops and makeovers, to personal appearances, the ultimate result of sustained work from Vogue and retailers combined. Not only was it a night of vibrant fashion display, but Vogue took the chance to add a great charitable purpose to the occasion. Hence, 100% of profits raised on the special Vogue limited-edition T-shirts went to a UK charity that helps the homeless.
Following the great success of last year’s Fashion Night Out, Vogue writers were wondering whether the event would become an annual shopping celebration. But with this year’s Fashion’s Night Out dates released, four more locations added and fashion lovers worldwide counting down the days till the great event, there is no doubt in anyone’s mind that Vogue has created an event of global magnitude, and there to stay.
September 7, France, is the time and place for this year’s great event launch; by next evening, Korea and Britain will be ready for a night of extravaganza; September 9 is the date for Spain, Portugal, Italy, Germany and Australia; the United States, India and Russia quickly follow on September 10; Taiwan, China and Japan on September 11; and finally Greece and Turkey rounding up the event on September 16.
Needless to say, the countdown for London is up and running. One hundred twenty one days till London Fashion’s Night Out, and the event already looks immensely promising. Last year, the Vogue team rounded up London’s the crème de la crème of fashion designers, models and fashion enthusiasts, who swept customers of their feet with expert styling and advice on the latest trends. For one night, retailers’ doors swung wide open for a flow of superstar appearances, as Vogue turned the city’s favourite shops into a melting pot of the greatest fashion icons.
With Vogue’s Christopher Bailey and Alexandra Shulman as hosts, last year’s Burberry party excelled in physical splendour, with models on parade, and Erin O’Conner, Natalia Vodianova and Claudia Schiffer to name a few, celebrating Vogue’s unique initiative. And truly, their common mission was accomplished, as the night was a booming celebration of fashion and fun, leaving shoppers and retailers wanting for more.
As for quality fashion advice, you had Mrs B at Browns in Mayfair securing a handful of her favourite designers to take over the shop’s floor for the night. After Tweeting a warning to potential customers against discount requests, Henry Holland took the till job very seriously indeed. And it wasn’t a one-man shift, mind you, as he was accompanied by co-workers Marios Schwab, William Tempest, Lily Parker and Ben Grimes, who equally offered a share of precious fashion sense. Over by Topshop in Oxford Circus, and you had a glowing Jordan Dunn imparting a bit of fashion advice to shoppers.
This year, you’d be wrong to expect anything less- Fashion’s Night Out has already been dubbed 2010’s biggest fashion party. And no wonder- looking at last year’s reviews and figures, there’s no room for doubt why Matthew Williamson expected this year’s event to be ‘even bigger and better’. Rounding up the night, Diane Von Furstenberg declared that the occasion registered sales greater than ever, while Nicole Farhi counted 600 shoppers in her store, and £6k in retail sales over a mere four hours. Burberry too recorded a 15% sales increase, and the event surely left Prada spokeswoman impressed with the diversity of the customer turnover. Only words of praise for Vogue, and a flow of pleas for even more in-store activities for the years to come.
A shopping heaven, many called it. An all-out global success, critics declaimed. Indeed, whether you went in search of your very own, Lucinda Chambers designed, FNO T-shirt and donate your share to the homeless charity Crisis, or to gather up the highlights of your winter wardrobe, or simply just to immerse yourself into the Vogue allure and keep an eye on celebrity appearances, you were there to witness an unforgettable event. And this year, Vogue surely sticks by its promise of a great night- not of last year’s magnitude, but much bigger and much better.
With glamorous audacity and a vibrant passion for dress-up art, Vogue once again summons the world’s most acclaimed fashion icons at your high-street till. Judging by last year’s success, Fashion’s Night Out has darted its way up amongst the fashion’s heavyweight, and it’s not an event to cook up anything less than a storm. So if you haven’t started counting down yet, make sure you do now and mark that date in Sharpie on your planner, because Vogue Fashion’s Night Out in London 2010 is not a party you’d want to let yourself miss!
Andreea Berciu
