On 5thSeptember Oxford Circus came to a standstill a
the iconic landmark was transformed into a spectacular circus-themed
fashion shoot to launch Oxford Street’s High Street Fashion Week presented by
Metro.
For the Rain girls High Street Fashion Week began with
a coffee fuelled 4am start at the crack of dawn to roll out the biggest stunt
High Street Fashion week has ever displayed in its three year history. An array
of talented stylists were quick off the mark to transform jugglers, hoola-hoopers
and stuntmen with big hair and bold make-up into circus performers for a
traffic stopping start to London’s precursor to Fashion Week.
There was little time for to get comfy in their costumes
before the sun came up and the cameras began to roll for vox popping on Oxford
Circus and the infamous tube sign and interviews with members of the public and
the New West End Company’s Director Jace Tyrrell. September importantly marks the start of
one the most important months in the retail calendar outside of the Christmas
Period, and the West End is anticipating a boost of £200m of sales per week until
the close of 2011.
Shortly before 7.20am, as sleepy London commuters started to pile out of London’s busiest tube station rapturous circus music
began to blare from the Nike building and stewards stepped in to stop the traffic. The circus performers descended upon Oxford Circus in ball of energy and colour to beeping horns from passing traffic as passersby began to marvel at their unexpected start to the working week as the ringmaster quipped her whip
and drove growing crowds into a frenzy of excitement and all captured in spontaneous vox popping activity.
This stunning large-scale fashion inspired circus kicked off a jam-packed week which saw 33 high street retailers including Selfridges, Topshop,M&S,
River Island, John Lewis, Debenhams and House of Fraser hosting a calendar of fashion-filled events and promotions. Shoppers will
continue to be treated to exclusive celebrity parties, must have promotions, style tutorials and exclusive offers on new season collections. This week has
been a truly accessible fashion calendar,thepeople’s prelude to industry led London Fashion Week. For a full itinerary of the week visit www.oxfordstreet.co.uk
As much as us Brits love to moan about the weather, rain is, of course, vital to the survival of every living thing on the planet. Without rain nothing would live or grow, some cars would never get washed and dry cleaners would have fewer macs in for cleaning. In short, everything needs rain, except the retail world it would seem. In fact, the weather has a huge impact on the health of the High Street.
In June 2011 the New West End Company reported a robust start to the summer trading as shoppers made the most of warm temperatures following one of the driest springs on record. Soaring temperatures in London across the Bank Holiday weekends prompted a spike in shopper numbers throughout the month, with both domestic and international shoppers buying summer accessories and holiday gear in preparation for the summer season. Conversely, some retailers report that warm weather can actually hinder trading as customers ditch the High Street in favour of firing up the Barbie at home, and that wet weather can actually help drive customers in store and encourage them to spend more. Stores are also quick to maximise sales during a rain-shower by positioning their range of umbrellas at entrances and till points.
And weather proof clothing is far from dull. Iconic brands like Burberry are renowned for their classic all-weather macs and trench coats, whereas practical and rather ordinary products not usually associated with fashion have been propelled to cult status in recent years. Take the example of the humble wellington boot. The rise of festival chic has spurred a boom in sales for the Hunter brand, which is integral to the recognisable ‘festival uniform’ look of leggings, a loose fitting top, a pair of Ray Ban sunglasses, tousled hair topped off with a trilby hat. Such demand has also prompted a growing range of designs, colours and patterns to suit different styles and looks at festivals and migrated onto the High Street. Barbour, the quintessentially British brand, has also benefited from the rise of festival chic and shrugged off its former ‘Horse and Hound’ image. Increased demand for its classic jacket and interest in the brand has prompted a wider selection of designs and ranges and to appeal to its notably younger new market.
Here’s our top tips for how to stay fashionable, even in the rain!
• Invest in a ‘cag in a bag’ – the perfect size cagoule for most handbags and a quick source of cover!
• Rainhats are making a come back – Cath Kidston is just one name to turn something that granny used to wear into something desirable
• Prepare your hair with a good hair serum to prevent the inevitable frizz following drizzle
• Adorn your hair with a headscarf, which will also prevent an untamed mane situation
• Most makeup essentials now come in a waterproof formula which are handy for variable weather but also for sun and seashine holidays
It seems that some fads grab more than 15 minutes of fame. Planking, the curious ‘sport’ of posing flat out in exotic or simply bizarre places on the planet for fun snaps to be shared with your mates, refuses to die. What began as a little known game in the late 1990’s, has gained cult status this year– fuelled by celebrities jumping on the trend and raising the planking bar. Katy Perry, Gordon Ramsey and Justin Bieber are just a few of the celebs who have ‘planked’ in unusual and risqué locations, upping the ante and creating a global social media sensation. Despite the emergence of the ‘owling’ trend in June, where a person crouches in a perched position, planking has remained the most popular pose and shows no signs of fading out completely just yet.
Planking rules
• To plank, lay horizontally in a strange or unusual place
• You must lay horizontally, straighten your body and point your fingers and toes down
Need a visual aid? We challenged Rain to post their best planking photos from their travels, including public places, scenic views and beauty spots – and the innovative use of props! What’s your favourite?
Emma says ‘don’t plank and drive’!
Fiona takes a rest and inhales the salty sea breezes of the Isle of Wight
Imogen demonstrates the suitcase as the perfect planking prop
