Insiders Tell Us What It Takes To Throw The Best Fashion Week Party

London Fashion Week is an exclusive affair, but what's even more exclusive? The parties. These soirees are held in palaces and private members clubs, dive bars and warehouses and is where the designers really take their bows—with their besties (and endless bubbles). So, what goes into these fashionable festivities? And more importantly, how do we get our names on the list?

It starts with scouting the location—one that resonates with the brand’s house codes. It should be exclusive (like, a Soho House) or semi-unknown (like, a new restaurant). Oh, and it should also be chic. Daisy Hoppen, Director of DH-PR, whose fashion clients include Molly Goddard and Shrimps, shares, 'There are always the locations that are coveted, like beautiful Annabel’s, but more often than not, it’s about finding a venue that hasn’t been used before or overexposed.' In September 2018, for example, the schedule included Blakes (for Alice Temperley); Isabel (for Ralph Lauren); and Mark’s Club (for Victoria Beckham).

This will, then, determine the event’s scale. Is it a bash? Or, is it more intimate (say, a seated dinner)? Next — and most importantly — it’s time to create the guest list. The designers will invite friends (about 20 per cent, explains the PRs I spoke to) and connections in the fashion business (about 80 per cent): celebs and editors plus influencers and 'it' Brits (like, Alexa Chung and Mary Charteris). Alice Phillips and Katie McNaughton from 5th House PR, whose fashion clients include Fiorucci and LoveShackFancy, emphasise, 'It’s a must to have a strong guest list. Who attends and who shares imagery and information from the event is hugely important as it works to raise awareness and elevate a brand’s perception with the desired audience.'

See: All The Celebs At LFW

LFW has, indeed, become a destination for content creation. There is a focus on curated—or, well, Instagram-able—moments. (Think: chintz-trimmed tables and flower installations.) And, thus, the budget for these decorative elements has been increased. Hoppen substantiates, 'Beautiful and imaginative décor seems to be the main trend that has emerged recently. Flowers have certainly become a key component of an event budget.' For creative direction, Hoppen discloses that the most desired names include Matilda Goad, Laura Jackson (of Jackson and Levine), and Fiona Leahy (of Fiona Leahy Design): 'They are all at the top of everyone’s list for collaborating with visually for beautiful dinners (and for creating envy over Instagram).'

Still, this is a celebration for those present. The libations should be delectable — and the fare should be, too. For some, this is a chance to welcome spirits brands and other sponsors. Hoppen shares, 'I would say that delicious food is key and this should never be scrimped on. I love working with new and emerging chefs who curate interesting menus and more interactive evenings. Or, if you are just serving drinks, then it should be the most delicious wine—with consideration to the budget, of course.'

And, then, after the party is the after-party. Remember: under-eye bags are always in season — especially, when paired with fashionable shades.