PROFILE – Your future OUTLINED

 

 

Profile, the static trade event to showcase new and emerging ladieswear, menswear and accessory designers, has grown to record attendance already. Applications from designers are also at an all time high with almost 175 designers applying for just 80 places.

 

Now that Profile is really “out-there” in industry we have had many enquiries about “what exactly is profile”. Below provides you with some answers to the main questions received?

 

“Why did profile start?”

 

Following feedback from the LFF members the LFF identified a gap in the promotional calendar for new and emerging designers.  Graduate Fashion Week promotes the very best of BA Graduate fashion design talent in the UK and London Fashion Week provided established top end designers with the opportunity to showcase their collections to both UK and International buyers and press.  Within the UK there is no platform to enable designers to progress from GFW to LFW – profile addresses this situation.

 

“What does profile aim to achieve for designers?”

 

The answer here for designers is simple – a place to network your label to the industry for a fraction of the normal event costs.

 

Profile provides designers with:-

 

• The much needed platform between Graduate Fashion Week and London Fashion Week.
  
• A unique opportunity to showcase collections to major buyers, international VIPs, press and stylists and for an affordable cost. The LFF database now stands at over 10,000 for the fashion industry.
  
• The sole event that unites a variety of fashion Business Support Organisations together.
  
• Platform for FashionCapital.co.uk (FC) A plasma screen showcases FC during the two days.
  
• A vital learning opportunity for new and emerging designers – designers have to be organised, have correct marketing literature available, all invoices, delivery notes etc. The designers also need to understand the buying cycle too.
  
• An industry backed initiative that is the only event for the LDA that includes credible high street retailers supporting new designer talent. Currently retailers involved include House of Fraser, Debenhams, Whistles, Hobbs and TopShop. Currently the LFF are in discussions with Harrods and John Lewis too. Contacts with Miss Selfrdige have also been forged.
  
• The Profile 6 event also now incorporates a full judging panel that has industry celebs involved such as Isabella Blow and Gerry DeVaux. Again providing huge PR opportunities for designers and the industry to network together.
  
• Fundamentally the event provides an arena for designers to create new contacts and network leading to sales, safeguarding jobs, creating new jobs et al.

 

 

“How did profile start” 

 

Stephanie are there any pictures on Tracy’s file re the designer day imitative – they are in one of the newsletters

 

The event started at the Designer Day at Pall Mall in 2002. At this time the LFF joined forces with the British Shops and Stores Association and held the event at the Army and Navy Club. The response was so great that Profile emerged.

 

Profile premiered on Thursday 20^th February 2003 where the event attracted the attention of countless buyers and attendance figures exceeded all forecasts.  The unique event featured a static trade exhibition and catwalk theatre show showcasing 32 designers. The LFF identified that high street retailer support was vital. Using existing buyer contacts the LFF approached House of Fraser. At this point only one retailer was involved in Profile today the event is sponsored by four high street retailers plus there is a cash prize of £3k and a Stylists Award too.

 

“What happens at Profile?”

 

The event comprises of a two-day static trade show exhibition whereby designers are invited to attract their own press and buyers along with the LFF’s list of attendees. There is a Gala event which is the finale held 8pm 21^st September. This is strictly by invitation only and only ticket holders will be able to enter the event. The retailers offer a winning designer in all three categories of ladieswear, menswear and accessories space in a flag ship store and/or the purchase of the entire collection if the retailer believes that the garments are strong enough to be commercially viable.

 

 

 

“When is profile held?”

 

Profile is now held twice a year (roughly the same time as LFW) and season on season the event has surpassed all expectations. It is now industry recognised and the LFF recently held major discussions with Harrods and John Lewis for further retail involvement in the showcasing of designers.

 

“What’s happening this season with PROFILE 6”

 

This season the original judging panel of retailers and stylists were joined by special guests Isabella Blow and Gerry DeVaux.  At the pre-screening event that has taken place over the last two days both Isabella and Gerry were incredibly supportive and very complimentary about the designers showcasing.

 

 

Isabella commented “I had no idea that any organisation was doing something so worthwhile for the fashion industry – it has my 100% support.  Overall the calibre was high and there were some collections that really stood out”.

 

 

Gerry particularly centred on the menswear designers and said “It is notoriously difficult to find the right calibre for menswear but there were some Profile 6 designers that have got it just right.”

 

 

 

 

“So what about the future for Profile?”

 

Ideally the event should be a national event and this has been discussed with senior levels of Government and the London Development Agency.

 

The LFF initially contacted the British Fashion Council (BFC) to work on a new national fashion show concept whereby there were regional heats for Profile and then the final heat should be held in London. With the Textile and Clothing Strategy Group (set up by the DTI and LFF is a member) the LFF proposed that Profile heats could be held in 8 of the 11 regions of the TCSG. The winner of each heat enters into the final at London and the winner of Profile has a bye to the LFW event. The concept was rejected by BFC however since these discussions, two years ago, BFC have now adopt this approach with Fashion Fringe and I believe with Fashion East.   

 

The LFF have continued however, unphased, and the success and results of Profile are readily apparent for all to see. It was great to receive these comments about Profile 5:-

 

 

Helen Jennings, Fashion writer Metro

“Great event, fabulous final catwalk show and invaluable exposure for new labels.  It was the accessories that really caught my eye, in particular Joanne Hynes’ woodland inspired range, Ann Ann and Lady Luck’s plastic fantastics”

 

 

Simon Chilvers, Fashion Writer, The Guardian

“I enjoyed the event.  There were some great people there, and I always think that shows that support home grown, independent talent should be encouraged and supported.  There were several designers that I will be following”

 

Emma Cheevers, Trade Show Editor WGSN

“Good Concept.  With the right growth it could become the next big trade event in London“

 

The Profile brief is not to cross over with BFC in any way whatsoever. Designers applying must not have showcased at LFW. Also the catwalk show is a staged event to ensure again there is no overlap. Hence it is named a Catwalk Theatre.

 

Funding will always remain an issue. Currently the event is highly subsidised by LDA and the Creative London team.

 

This season the LFF have introduced two new organisations

 

PRactice – for PR and press 

Contenda – for realisation of commercial sponsorship possibilities for the future. 

 

 

  

“Why is the WCTA a partner?”

 

 

 

 

One organisation of the TCSG that saw the huge potential for this initiative was the Welsh Clothing and Textiles Association and the late Huw Williams. For the last three seasons WCTA have been a major partner in the event and now they too are establishing a new platform for Welsh Designers for next season (February 06) “Vision”. This season WCTA are providing a cash prize of £3k for the Huw Williams Tribute Award for Innovation. 

 

Other supporter from TCSG include Bill Mills from NWtext and Skillfast-UK. Let’s hope in the future that there will be greater collaboration and true regional support for Profile for the good of the industry at a national level.

 

“Who are the other sponsors this season”?

Media sponsors for the first time include Channel 4 Ideas Factory and highly respected magazine Fashion Business International.

 

Contenda are also working on a host of other opportunities too – more on this in the next newswire!

 

Profile is a new and exciting concept that is right for fashion now. It brings the FUN back into fashion and the excitement and glamour that makes the UK a fashion force to be reckoned with internationally.

 

To request a ticket please click here.

http://www.lffonline.com/Profile/Profile6/Profile6PreRegForm.htm

 

 

Event opening times

 

Tuesday 20th September

Trade exhibition 12 noon – 6.00 pm

 

Show times 4.00 pm & 6.30pm

 

Wednesday 21st September

Trade exhibition 10.00 – 8.00pm

 

Show times 2.00 & 4pm

 

Gala show (invite only) – 8.00pm

 

After party – Midnight Close

  

Profile 6  20^th and 21^st September at Vinopolis No 1. (South Bank – closest tube London Bridge)

Gala event 8pm 21^st September. Ticket entry only.

 

Jenny Holloway

Industry Advisor