Letter from London - London Calling SS13

REPORT BY SARAH MOWER

Here’s the 2012 Olympic progress report on Team GB’s fashion - the largest, most varied, appealing and business-like cohort of designers to have taken to the London runway ever. 

Colour, inventiveness, originality, surprise, diversity, humour, optimism, professionalism - all the innately British qualities spectacularly displayed at Danny Boyle’s Opening Ceremony are exactly replicated in London’s clothes and the designers who are making them. How? It’s no exaggeration to point out that the surge of gold medalists triumphing in athletics, cycling, rowing, sailing, boxing, tennis and equestrianism - has an almost precise equivalent in the rise of British fashion designers and brands. In 2012, a vast cohort of promising talents has blossomed at the same time, in both fields - and when you look closer, it’s for much the same reasons. 

All these atmospherics - the Olympic afterglow, the celebration of the Queen’s Diamond Jubilee are still in the air in London. They’re here to be enjoyed by anyone who arrives at Heathrow or St Pancras on September 14th for five days of myriad fashion experiences. We’ll make it something to remember. Welcome. 

Read the full report.

Art Director: Elke Hanspach at Ink Valley