0:00:07 > 0:00:10# Taking me higher than I've ever been before... #
0:00:10 > 0:00:14Day one, I'm feeling good. Just in hair and make-up.
0:00:14 > 0:00:16I like to be nice and chilled because Fashion Week's
0:00:16 > 0:00:18so manic and everyone's running around.
0:00:18 > 0:00:20There's flashes going off in your face
0:00:20 > 0:00:23so this nice bit of quiet time, hair and make-up,
0:00:23 > 0:00:27with my amazing team is perfect before we get out there.
0:00:27 > 0:00:31All eyes are on the front row so it's important to look
0:00:31 > 0:00:35your best, even if you get your hair and make-up done to feel good.
0:00:35 > 0:00:37- We is done! - Ready to go!
0:00:39 > 0:00:42I think London Fashion Week is the best fashion week.
0:00:42 > 0:00:44Everyone wants to be on the front row.
0:00:44 > 0:00:46We've got some fantastic designers here
0:00:46 > 0:00:48and I think it's really exciting.
0:00:48 > 0:00:51The whole city's buzzing. It's the place to be seen.
0:00:54 > 0:00:55KIRSTY REILLY: In this day and age,
0:00:55 > 0:00:59it is a lot about who is front row at shows, so it is about celebrities
0:00:59 > 0:01:03being seen at the right shows, being dressed by the designers,
0:01:03 > 0:01:06with Abbey, everybody always wants her there.
0:01:06 > 0:01:08She is Abbey Clancy.
0:01:08 > 0:01:11She is bloody gorgeous, to be honest with you.
0:01:15 > 0:01:18'Having a model agent is so crucial over Fashion Week because
0:01:18 > 0:01:20'they sort out the schedules,
0:01:20 > 0:01:22'you have to be at this show on that time.'
0:01:22 > 0:01:25I am excited to see these clothes.
0:01:25 > 0:01:26'They sort out all your fittings,
0:01:26 > 0:01:28'meet the designers and get your outfits.
0:01:28 > 0:01:31'That's a great thing about having Avi, the stylist,
0:01:31 > 0:01:32'she goes in and picks it all for me.
0:01:32 > 0:01:34'She knows my style. She knows what I like.'
0:01:34 > 0:01:36Yeah, great look.
0:01:37 > 0:01:38Yeah, I like that.
0:01:40 > 0:01:43- Gorgeous. - We will keep these ones then.
0:01:43 > 0:01:48I sometimes feel at the end of the night like the fairy godmother.
0:01:48 > 0:01:51I've got to be like, "OK, hand over your jewels. Give them to me."
0:01:51 > 0:01:54I know, and we're like, "No, no!"
0:01:58 > 0:01:59So, we are off.
0:01:59 > 0:02:03A nice afternoon in Select, getting ready, meeting the stylist,
0:02:03 > 0:02:06meeting my model agents and now we're off to House Of Holland.
0:02:09 > 0:02:11The Henry Holland show is always a good one.
0:02:11 > 0:02:15It's one of the shows where everyone wants to be there.
0:02:15 > 0:02:16His front row is mega.
0:02:16 > 0:02:17REPORTERS CLAMOUR
0:02:19 > 0:02:22DANIEL MARKS: There's always a really good energy at Henry's shows.
0:02:22 > 0:02:28He has the magic combination of great clothes and an audience who love him.
0:02:28 > 0:02:30HENRY HOLLAND: For me, it's about my friends.
0:02:30 > 0:02:34I go and support them at their events and they support me at mine.
0:02:34 > 0:02:37It just so happens they are in the public eye.
0:02:37 > 0:02:39It is written about more than it normally is but I also have
0:02:39 > 0:02:42a very strong family contingent that come every season
0:02:42 > 0:02:44and takes up 40 chairs.
0:02:44 > 0:02:47So, you know, it's not just the ones you know about.
0:02:47 > 0:02:48DANIEL MARKS: This isn't rent a crowd.
0:02:48 > 0:02:53It's about people who are supportive of the designer 365 days a year.
0:02:53 > 0:02:55They're not just brought in for Fashion Week.
0:02:58 > 0:03:02The front row is absolutely for PR and advertising
0:03:02 > 0:03:07and really it can generate amazing PR for an entire season by getting
0:03:07 > 0:03:11the right people there and they use the images after images.
0:03:11 > 0:03:12I can't tell you how valuable it is.
0:03:12 > 0:03:15I think they would spend a lot of money to get it right
0:03:15 > 0:03:18because it reflects their brand.
0:03:19 > 0:03:21DANIEL MARKS: If you get a picture of a great girl
0:03:21 > 0:03:23who has a big social media following
0:03:23 > 0:03:26and having a photograph of her wearing that dress
0:03:26 > 0:03:28does you no harm whatsoever.
0:03:28 > 0:03:29But it's not about a bribery
0:03:29 > 0:03:32and corruption to get the right people on your front row.
0:03:32 > 0:03:34This is really much more genuine than that.
0:03:37 > 0:03:40I don't know if it's true about some people being paid to
0:03:40 > 0:03:42sit on the front row but I suspect it might be.
0:03:42 > 0:03:44It may not be paid with money,
0:03:44 > 0:03:47it may be paid with clothes it may be all sorts of things.
0:03:47 > 0:03:51People get paid to go to parties, they do. So why not come to a show?
0:03:51 > 0:03:55It's part of the advertising budget so why not?
0:03:55 > 0:03:58Wouldn't you want all the cool girls like Alexa and Pixie and Daisy
0:03:58 > 0:04:00and they are all here -
0:04:00 > 0:04:03the girls that girls at home aspire to be like.
0:04:04 > 0:04:08Alexa Chung because she's just amazing. I love the way she dresses.
0:04:08 > 0:04:12She is my style icon. And, yeah, she is just my idol.
0:04:12 > 0:04:14She's really different.
0:04:14 > 0:04:16She is simple but absolutely gorgeous.
0:04:16 > 0:04:18She was nice and close.
0:04:19 > 0:04:22- Are you pleased? - Yeah. I'm delighted.
0:04:22 > 0:04:23I didn't even realise it was her
0:04:23 > 0:04:25cos there was someone in front of her
0:04:25 > 0:04:27and then I, like, spotted her. It was amazing.
0:04:27 > 0:04:29And it was Pixie who was in front of her in the end, so, yeah!
0:04:29 > 0:04:31A model walking down the catwalk,
0:04:31 > 0:04:33they can dismiss as someone who's unattainable.
0:04:33 > 0:04:35It's beauty that they'll never achieve because she is six foot one
0:04:35 > 0:04:37and her waist is a 22,
0:04:37 > 0:04:39whereas if you have someone sat front row
0:04:39 > 0:04:43who's a normal body shape who has a career they know about,
0:04:43 > 0:04:45they have a husband, they have children,
0:04:45 > 0:04:46they know all these things about them
0:04:46 > 0:04:48and they also see them wearing your pieces,
0:04:48 > 0:04:52then they can relate to that much more easily.
0:04:52 > 0:04:55I think because we're big fans of, like, Rita and people like that,
0:04:55 > 0:04:58cos we enjoy their music, when we see them, it's kind of like a buzz,
0:04:58 > 0:04:59it's a thrill.
0:04:59 > 0:05:03We want to get closer to them. There's Daisy, look.
0:05:03 > 0:05:06HE GIGGLES
0:05:06 > 0:05:07REPORTERS CLAMOUR
0:05:10 > 0:05:14It is really hard because, like, the paparazzi all get in the way.
0:05:14 > 0:05:17But we get in their way probably just as much as they get in ours.
0:05:17 > 0:05:19REPORTERS CLAMOUR Rita Ora!
0:05:21 > 0:05:24There's always loads of paparazzi surrounding Henry's show.
0:05:24 > 0:05:27It can be quite intense, like, you step out the car,
0:05:27 > 0:05:29there's a million flashes in your face.
0:05:29 > 0:05:32It's quite a weird experience.
0:05:32 > 0:05:34REPORTERS: Abbey! Abbey!
0:05:35 > 0:05:39DANIEL MARKS: For me, fashion is an incredibly visual language
0:05:39 > 0:05:42and I think people in the music industry or television world
0:05:42 > 0:05:45really understand the power of fashion.
0:05:45 > 0:05:47You don't have to open your mouth to be on the front page
0:05:47 > 0:05:49of a newspaper in a fabulous-looking dress.
0:05:49 > 0:05:51NEW SPEAKER: They get amazing exposure because there are tons
0:05:51 > 0:05:54and tons of people taking pictures non-stop.
0:05:54 > 0:05:57It's brilliant. They look great, they've had hair and make-up done.
0:05:57 > 0:05:59It makes them look cool.
0:05:59 > 0:06:01# But first let me take a selfie! #
0:06:08 > 0:06:10ABBEY CLANCY: It was an incredible show.
0:06:10 > 0:06:14I love the Marshall amps in the background, the clothes, the music.
0:06:14 > 0:06:16It was incredible.
0:06:19 > 0:06:21# Let me take a selfie. #
0:06:30 > 0:06:34So, it is day two, Sunday. And we're off to Top Shop.
0:06:34 > 0:06:38It's the hot ticket everyone wants, you know, and it's really interesting
0:06:38 > 0:06:40because they're the only high-street store
0:06:40 > 0:06:42that show at London Fashion Week
0:06:42 > 0:06:45and everyone is desperate to get hold of a ticket for this show,
0:06:45 > 0:06:47so it's going to be really exciting.
0:06:47 > 0:06:48I hear it's in a big old car park
0:06:48 > 0:06:51so excited to see what kind of vibe they've got going.
0:06:54 > 0:06:56NEW SPEAKER: Ever since Sir Philip Green took over
0:06:56 > 0:06:58Top Shop it's gotten better and better
0:06:58 > 0:07:01and better and better every season, in terms of celebrity draw.
0:07:01 > 0:07:03You have the branding board wall
0:07:03 > 0:07:07and they corral the celebrities with the white rope when they come in.
0:07:07 > 0:07:09Their PRs are there and they're ticking off the list
0:07:09 > 0:07:11and they really know how to work it
0:07:11 > 0:07:14and then they put all the biggest, most powerful,
0:07:14 > 0:07:21most column-inches-grabbing names in extremely close
0:07:21 > 0:07:22proximity to get the perfect shot
0:07:22 > 0:07:26and it propels it and propels it and they're brilliant at it.
0:07:32 > 0:07:35I would say Anna Wintour's the big hit.
0:07:35 > 0:07:37CLARE DRUMMOND: We always look to have girls on our front row
0:07:37 > 0:07:38that are excelling in something.
0:07:38 > 0:07:41This season we put Hailee Steinfeld who has six films out over
0:07:41 > 0:07:44the next few months. We sat her next Anna because we think
0:07:44 > 0:07:45she's going to be the next big thing
0:07:45 > 0:07:47and she's already obviously been Oscar-nominated.
0:07:47 > 0:07:50We want to talk about girls that are great and are achieving great things
0:07:50 > 0:07:52so that's kind of how we plan our front row.
0:07:55 > 0:07:57I am a fan of Top Shop. I think most girls are.
0:07:57 > 0:08:00I'm excited to see what we're going to be wearing next season.
0:08:00 > 0:08:03INTERVIEWER: Who else will you be sitting next to on the front row?
0:08:03 > 0:08:06I don't know. I haven't even seen where I'm sitting yet.
0:08:06 > 0:08:08I just came straight to you guys.
0:08:08 > 0:08:10# Baby
0:08:10 > 0:08:12# I'm wasted
0:08:12 > 0:08:17# All I wanna do is drive home to you, baby. #
0:08:17 > 0:08:21It's really interesting. The front row is divided, right?
0:08:21 > 0:08:23It is a power hierarchy, for sure.
0:08:23 > 0:08:26This bench is for editors, over there is for the top buyers
0:08:26 > 0:08:29in the world and then you have the bloggers
0:08:29 > 0:08:31and, like, everyone has their seat.
0:08:31 > 0:08:33MELANIE RICKEY: It's very businesslike.
0:08:33 > 0:08:37The most senior person sits in the front row in order of seniority.
0:08:37 > 0:08:40They go back and often on a front row, if you see the editor
0:08:40 > 0:08:44of British Vogue, she will make every single person behind her,
0:08:44 > 0:08:47every single one directly behind her, will be her team.
0:08:47 > 0:08:51CHARLOTTE MOORE: If you're an editor of a glossy magazine,
0:08:51 > 0:08:52you go on the front row,
0:08:52 > 0:08:54yeah, always.
0:08:54 > 0:08:56Always I'm on the front row, yeah.
0:08:56 > 0:08:57INTERVIEWER: Would you go if you weren't on the front row?
0:08:57 > 0:09:00Probably not, no. It's just one of those things cos all your colleagues,
0:09:00 > 0:09:02all the people you know and you work with all sit
0:09:02 > 0:09:05on the front row so if you don't get on, then it's embarrassing,
0:09:05 > 0:09:06really embarrassing.
0:09:06 > 0:09:09Yeah, it's kind of important for your status.
0:09:09 > 0:09:11Yeah, it's the sort of thing I don't...I wouldn't have thought
0:09:11 > 0:09:13I would care about but, unfortunately, everyone else goes,
0:09:13 > 0:09:15"No, you've got to care about it. It's really important."
0:09:15 > 0:09:19JANE BRUTON: Fashion is a 20-billion-plus business
0:09:19 > 0:09:24so where you sit is sort of indicative of where that brand thinks
0:09:24 > 0:09:25you are in the pecking order
0:09:25 > 0:09:29and if suddenly your seat is demoted, then it would be quite
0:09:29 > 0:09:30difficult to, erm...
0:09:30 > 0:09:33Well, you'd have to find out why that had happened, really, I think.
0:09:33 > 0:09:35NEW SPEAKER: I really feel for the PRs.
0:09:35 > 0:09:39I think they have a very tough job, they have to make tough decisions.
0:09:39 > 0:09:42There's one designer this season who normally has 300 tickets
0:09:42 > 0:09:45to give out but cos they haven't got so much money this season,
0:09:45 > 0:09:47they only have 100 and that that person, the PR,
0:09:47 > 0:09:51is having to tell 200 people she always gives tickets to,
0:09:51 > 0:09:53"I'm really sorry," and that's tough.
0:09:53 > 0:09:55# Baby... #
0:09:55 > 0:09:58If you saw today three of our VIPs that turned up were very late
0:09:58 > 0:10:03and because there was no space we had to kind of slot them in.
0:10:03 > 0:10:05Can you move down a little bit? I'm so sorry about this.
0:10:05 > 0:10:08'So, yeah, they were late and we had to accommodate them.'
0:10:08 > 0:10:11Also, there was somebody else that was here today
0:10:11 > 0:10:13and we actually had given them a second row,
0:10:13 > 0:10:14they wanted a first row seat
0:10:14 > 0:10:17but there was no space and they left the venue...
0:10:17 > 0:10:19before the show started, not happy.
0:10:19 > 0:10:22Our job is a lot of the time is about saying no.
0:10:22 > 0:10:25It doesn't matter if you're a celebrity or an editor
0:10:25 > 0:10:28or a blogger or a store, there is a priority list.
0:10:28 > 0:10:30Come this way.
0:10:32 > 0:10:33And I tell you, it's ruthless.
0:10:33 > 0:10:37The minute you lose the thing that gives you the front row bit, boom.
0:10:37 > 0:10:39It's like an ejector seat.
0:10:39 > 0:10:41You're fired to the back row, next stop - standing,
0:10:41 > 0:10:43next stop - no invite at all.
0:10:43 > 0:10:45So, the front row is the...
0:10:45 > 0:10:48I suppose, the ultimate expression of fashion Darwinism.
0:10:48 > 0:10:51It's mental, it's always crazy, and you know what?
0:10:51 > 0:10:53It doesn't matter if you have the ticket because probably three
0:10:53 > 0:10:56other people have the same ticket with the same number,
0:10:56 > 0:10:59so it's like survival of the fittest in terms of bum space
0:10:59 > 0:11:02and you sharpen your elbows, you hope for the best,
0:11:02 > 0:11:05if you manage to stay seated - that's key.
0:11:05 > 0:11:09# Because you know I'm all about that bass, about that bass... #
0:11:09 > 0:11:13But it's a good view, you know, so you hang in there.
0:11:13 > 0:11:15It's worth the shuffle. It's worth the whole thing.
0:11:15 > 0:11:20# Yeah, it's pretty clear I ain't no size two
0:11:20 > 0:11:22# But I can shake it, shake it like I'm supposed to do
0:11:22 > 0:11:26# Cos I got that boom boom That all the boys chase
0:11:26 > 0:11:29# All the right junk in all the right places! #
0:11:29 > 0:11:31ABBEY CLANCY: How are you? PHILIP GREEN: Have a little dance.
0:11:31 > 0:11:32ABBEY LAUGHS
0:11:32 > 0:11:36How are you? Great show.
0:11:36 > 0:11:38- All right, honey? - Yeah.
0:11:38 > 0:11:40- How are you? - All good.
0:11:40 > 0:11:41- Happy with the show? - Yes, excellent.
0:11:41 > 0:11:44This particular collection today is probably the most wearable
0:11:44 > 0:11:46- we've produced. - Yeah, I do.
0:11:46 > 0:11:48I thought it was all...you know,
0:11:48 > 0:11:51I could picture it in my mind, talking to my daughter,
0:11:51 > 0:11:53saying, what are you... discussing different pieces.
0:11:53 > 0:11:56When are you going to send me one of them sheer sequin dresses, then?
0:11:56 > 0:11:58Oh, we'll fix it. ABBEY LAUGHS
0:11:58 > 0:11:59PHILIP: Kate!
0:12:01 > 0:12:04- Right, very easy. - I'm being very cheeky...
0:12:04 > 0:12:05It's OK.
0:12:05 > 0:12:07- Abbey wants to wear one of those sheer...
0:12:07 > 0:12:09- Absolutely. - So, it's done. Fix it.
0:12:09 > 0:12:10Fabulous. Thank you.
0:12:10 > 0:12:12- What colour do you want? - When and where?
0:12:12 > 0:12:13- Any. White or black. - OK, OK, done.
0:12:13 > 0:12:15- Fabulous. Thank you. - I'll give you my number.
0:12:15 > 0:12:17- Yeah. - You call me and we'll sort it out.
0:12:17 > 0:12:18- Was that easy? - Speak soon.
0:12:18 > 0:12:20- Thank you very much. - You'll get your outfit, kid.
0:12:20 > 0:12:22Thank you. Thanks for doing that.
0:12:37 > 0:12:42So, our last stop is Jonathan Saunders and it's a very,
0:12:42 > 0:12:47very different setting to earlier on today at Top Shop, the old car park.
0:12:47 > 0:12:49We're going to the British Museum.
0:12:52 > 0:12:55I don't really know what to expect from Jonathan's show
0:12:55 > 0:12:59but I'm guessing it's gonna be sophisticated and glamorous.
0:12:59 > 0:13:04# I can't go home alone again Need someone to numb the pain. #
0:13:04 > 0:13:07He really knows how to dress a woman.
0:13:07 > 0:13:09He's renowned for his silks, his prints
0:13:09 > 0:13:12and he uses old school techniques
0:13:12 > 0:13:17of silk printing and it's just really fashion-forward as well.
0:13:17 > 0:13:19I just love him and he's great as a person
0:13:19 > 0:13:22and I definitely love going to his shows.
0:13:28 > 0:13:31Jonathan Saunders is one of the big big shows of London Fashion Week
0:13:31 > 0:13:32so when it gets to Sunday night,
0:13:32 > 0:13:35you've already had a massive long day so once you get there, you're hoping
0:13:35 > 0:13:37for a really great collection,
0:13:37 > 0:13:39you're not necessarily expecting celebrities.
0:13:39 > 0:13:41It's not like Burberry where you know there will be eight
0:13:41 > 0:13:43different celebrities but you know you will get some great fashion.
0:13:54 > 0:13:56Amazing, well done. You look great.
0:13:56 > 0:13:58- I look sweaty! - No, you don't.
0:13:58 > 0:14:01- You look fabulous. Oh, well done. - Hi, gorge.
0:14:01 > 0:14:03- So proud of you. - Thank you.
0:14:03 > 0:14:05- So spooky. - It was, wasn't it?
0:14:05 > 0:14:08Amazing. I loved it. No, I'm just coming to say well done and...
0:14:08 > 0:14:10- Oh, you're an angel. - ..thanks for having me.
0:14:10 > 0:14:12Oh, it's a pleasure, it's a pleasure. You look nice in the dress.
0:14:12 > 0:14:14- Thank you, my love. - You like this space?
0:14:14 > 0:14:16- It's so beautiful. - Insane.
0:14:16 > 0:14:20Your show has been the best by far. On a different level. Insane.
0:14:20 > 0:14:23A very hard-working team down there.
0:14:23 > 0:14:27I'm going to have to come and order one of everything now.
0:14:27 > 0:14:29Good! It's all yours.
0:14:38 > 0:14:41A perfect end to Fashion Week. That show was magnificent.
0:14:41 > 0:14:44The venue, the music, the collection
0:14:44 > 0:14:46and I hope everyone's just got a little insight
0:14:46 > 0:14:48into what it is like to be
0:14:48 > 0:14:53on the front row at London Fashion Week but, for me, I'm exhausted.
0:14:53 > 0:14:57I'm going home, putting my 'jamas on and getting into bed. Bye!