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, the people’s prelude to industry led London Fashion Week. For a full itinerary of the week visit www.oxfordstreet.co.uk