In the age of social media, fashion show etiquette has shifted significantly – whether you think that’s for better or for worse. While a standing ovation was once the ultimate seal of approval for a designer, these days it’s all about the sea of iPhones held aloft by fashion editors seeking the perfect Instagram shot of the show’s finale.
It’s a truth universally acknowledged that Instagram followers equate to fashion klout - but which London Fashion Week shows were the most Insta-genic? Instagram has crunched the numbers to find the most popular shows in the capital.
1. Alexander McQueen
It's no surprise that Alexander McQueen tops the Instagram charts. The label's return to London, under the helm of creative director Sarah Burton, was one of fashion month's biggest talking points, while the show itself was a dazzling line-up of exquisitely beaded gowns, delicate lace and feather-light eiderdown coats, all delivered with trademark McQueen showmanship.
2. Burberry
Super-brand Burberry is one of the biggest names on London's show schedule, typically drawing an international crowd of fashion types along with a slew of A listers. The iconic Brit label takes second place probably thanks to catwalk appearances by Insta-favourites like Edie Campbell and Ruth Bell, outerwear fit for a winter wonderland, and sheer brand power.
3. Topshop Unique
Topshop is one of the most socially savvy brands on the British fashion scene, let alone the high street. The latest Unique show was captured on Instagram by legendary photographer Nick Knight, and it seems that attendees decided to follow suit. Check out our catwalk verdict here.
4. Mary Katrantzou
A foil catwalk filled with silver balloons formed the perfect backdrop for Instagram shots at Mary Katrantzou - although we're guessing that the combination of flash photography and so many reflective surfaces might have made it a little more difficult that usual to snap the perfect picture.
5. Julien Macdonald
No one does all out, high octane glamour like king of glitz Julien Macdonald, who hosted a star-studded show against the backdrop of a church in Mayfair. The biggest Insta-bait moment? The designer sent a bridal gown down the runway for his final look - which seemed like business as usual, until two tiny JM-clad models appeared tottering behind her, like a very sparkly bridesmaid and page boy.
6. JW Anderson
With two wins at last year’s British Fashion Awards under his belt (one for womenswear, another for menswear – a totally unprecedented success), Jonathan Anderson is officially London’s most in-demand designer, so it’s no surprise that Instagram can’t get enough of him, either.
7. Ashish
Ashish is one of London's reigning masters when it comes to scene-stealing catwalk moments (another contender is Gareth Pugh, as below) - last season he sent models down the runway on skateboard, while his previous show featured denim embellished with Kimye and One Direction's faces. This season's line-up of '70s disco wigs in every shade of the rainbow was always going to go down well on Instagram.
8. Gareth Pugh
A Gareth Pugh catwalk show is always a little bit weird but very wonderful, making it perfect Instagram fodder. Pugh's A/W'16 aesthetic was typically extreme, featuring bold, almost cartoonish star motifs and 'fake fillers' on model's faces (created using pairs of skin-coloured tights - yes, really - by make-up whizz Val Garland.
9. Mulberry England
Another big story for the autumn / winter shows was much-loved Brit brand Mulberry's return to the catwalk, under the helm of a brand new creative director, Johnny Coca (the creator of some of Céline's most coveted it-bags.) The result? Discreetly chic accessories with a cooler, punk-inspired edge, surely destined to be future classics. Read our fashion director's verdict here.
10. Erdem
Erdem celebrated the tenth anniversary of his eponymous brand with a characteristically feminine collection, inspired by the glamour of Old Hollywood with a touch of Hitchcock heroine.
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