Fash.ON: London Fashion Week Report

While plebs anticipate the winter weather, fashionistas are in a time zone of their own. On Friday we switched our clocks to 'fashion time' and looked a season ahead. Here is what's in store(s) for Spring/Summer 2010.

Fin-friendly fashion:
The London Fashion Week exhibition has MAJORLY focused on ethical style. As with everything, fashion types like to get creative with the way they help the environment. Our personal favourite was exhibitor Minimarket. Sisters Sofie, Pernilla and Jenifer Elvestedt first hit the fashion scene by storm when Swedish Elle and H&M crowned them ‘Best Designer of the Year’ in 2007. 2010 will see the Minimarket label grow with the launch of their diffusion brand, Mini. It will also see them , erm, saving the sharks . Their more expensive Mini for Many line, inspired by an aquarium (!?) features a printed tee with the image of a shark. The shark shirt, illustrated by Annelie Carlstrom, was designed especially to raise awareness and funds. Mini for Many aims to continue their good work by helping a new cause each season.

And on the eighth day, God made jeans...
Ethical British jeans company Made in Heaven have always been masters of effortless chic. This Spring/Summer, expect some lightweight boyfriend shirts, slimming stripes and rolled-up jeans...on Jessica Alba, Claudia Schiffer and Liv Tyler.


OUR PICKS:
Missoma Coma? No? Okay...
And so the animal theme continues with jewellers Missoma and their ‘Serpent’ collection. Golden snakes curl around colourful gemstones this Spring/Summer…

Indie Cindy-One to Watch
The ethical designer Ada Zanditon is the creative genius behind Patrick Wolf’s tour wardrobe. Last year the former intern of Alexander McQueen, launched her own luxury ethical label. This year, her strange sculptural creations rocked the Vauxhall Fashion Scout catwalk.

Erickson Beamon
Retrospectively, resurrecting the choker in the '90s was a bad idea on the part of New York ‘Studio 54’ socialites Karen Erickson and Vicki Beamon. Luckily, fashion disasters of the last decade well and truly buried, the brand has created some truly TIMELESS pieces for next season.

ROUND UP:
Be fashionable next year by saving some sharks, loving on animals and avoiding chokers.