London je oduvek imao poseban odnos prema nepoznatom.
Dok Pariz ima visoku modu, a Milano prepoznatljive luksuzne modne kuće, London je svoj modni identitet velikim delom izgradio dajući prostor nekonvencionalnim idejama i novim imenima. To je grad eksperimenta, mladih dizajnera i kreativaca spremnih da preispitaju ono što moda jeste i ono što bi mogla da postane.
Tokom ovogodišnje Londonske nedelje mode, Paris Runway Official odlučio je da se vrati upravo tim korenima.
Tokom prethodne godine londonski tim ove agencije radio je na otkrivanju dizajnera, modela i drugih kreativaca čiji rad zaslužuje veću pažnju i značajniji urednički prostor.
Cilj nije bio samo izveštavati sa Nedelje mode. Bilo je potrebno postaviti mnogo važnije pitanje: Koje ime će moda tek upoznati?
Veče posvećeno novoj generaciji
U londonskom Dartmouth Houseu, 18. septembra, Paris Runway Official i Fashion Represents organizovali su reviju posvećenu talentima u usponu.
Događaj je bio rasprodat, a publika je imala priliku da upozna dizajnere i kreativce koji predstavljaju različite perspektive, estetike i priče savremene modne scene.
Njihov rad, kako se navodi, nastavio je da privlači pažnju i nakon same revije, otvarajući prostor za predstavljanje ovih imena široj međunarodnoj publici.
Ulaganje u budućnost londonske mode
Za pr agenta Paris Runway Officiala i novinarku, Brit Olivia, podrška mladim i nezavisnim talentima istovremeno znači i podršku Londonu kao modnom centru. „Naš tim je naporno radio kako bi nastavio ono što radi British Fashion Council — da u London tokom Nedelje mode dovede dizajnere, kreativce, modele i nove perspektive“, kaže Brit.
Dodaje da novi plan British Fashion Councila, pokrenut 2025. godine, zajedno sa inicijativama koje dolaze iz same industrije, predstavlja priliku da se stvari dodatno promene.
Veliki deo ovog rada odvija se upravo na lokalnom nivou, zahvaljujući londonskom timu Paris Runway Officiala, koji čine producentkinja Sangeetha Menon i stilistkinja i PR asistentkinja Gena Aspinall-Martin.
„One neumorno rade na tome da se promena dogodi upravo u Londonu — njihovom domu“, ističe Brit.
Podrška mladim talentima, međutim, ne odnosi se samo na dizajnere. Modelima su potrebne prilike da prošetaju pistom, šminkerima i frizerima lica na kojima mogu da pokažu svoj rad, fotografima kolekcije koje će dokumentovati, a producentima, stilistima, sponzorima i backstage timovima prostor za povezivanje i nove saradnje.
Jer Nedelju mode ne čini samo jedan dizajner. Moda je čitav ekosistem. A jačanje tog ekosistema podrazumeva stvaranje razloga zbog kojih će novi talenti dolaziti u London i ostajati deo njegove modne priče.
Dizajneri koji su predstavili kolekcije 18. septembra
Aql&Nafs
Londonski brend Aql&Nafs stavlja nasleđe u središte savremenog luksuza. Brend su osnovale sestre bliznakinje iz Avganistana, koje tradicionalne zanatske tehnike, uključujući prepoznatljivi avganistanski kaput, reinterpretiraju kroz savremenu estetiku.
Saradnjom sa avganistanskim zanatlijama, brend povezuje modu sa osnaživanjem žena, zapošljavanjem i očuvanjem tradicionalnih veština.
Aql&Nafs imao je posebno mesto u programu i zatvorio je reviju sa deset lookova, predstavljajući se kao poslednji dizajner večeri.
Riccardo Longo Bespoke
Riccardo Longo Bespoke predstavlja jednu od tradicionalnih osnova londonske mode — neraskidivu vezu grada sa krojenjem po meri.
Individualnost, preciznost i pažljivo izrađena odeća nalaze se u centru njegovog rada. Na londonskoj pisti dizajner je predstavio smelu paletu boja i besprekorno krojene siluete koje su privukle pažnju publike i modnih urednika.
Fiona Troy
Nezavisna dizajnerka Fiona Troy bila je još jedan od upečatljivih kreativnih glasova ovogodišnje revije.
Njen rad počiva na ideji sećanja — od izbora materijala do načina na koji se odeća kreće. Svaki komad nosi svoju priču, a Fiona pokazuje kako vintage i reciklirani tekstil može dobiti potpuno novi život i budućnost.
Priyal Doshi Couture
Priyal Doshi Couture donosi spoj couture zanatstva i međunarodne perspektive.
Dizajnerka je iz Sjedinjenih Američkih Država doputovala u London kako bi predstavila svoju kolekciju, a posebnu pažnju privukla je upečatljivom paletom boja koja je oduševila publiku, urednike i novinare.
Njeno učešće dodatno je naglasilo sve internacionalniji karakter Londonske nedelje mode — prostora u kojem dizajneri različitih kultura, tradicija i zanatskih pristupa mogu da postanu deo iste globalne modne priče, a da pritom zadrže ono što njihov rad čini autentičnim.
Fashion Sandy by Sandhya
Fashion Sandy by Sandhya još je jedno nezavisno ime koje se pridružilo projektu Paris Runway Officiala.
Dizajnerka Sandy predstavila je održivu couture modu, uključujući i ručno oslikanu haljinu, potvrđujući da održivost i luksuz mogu da postoje u istoj modnoj priči.
U programu Fashion Represents učestvovali su i House of Byzantium, Dani Tabios, Millie Jane, Isali Tharinka i Irosha Croos, dok je program obuhvatio i The People’s Catwalk, kao i posebno muzičko gostovanje.
Posebno iskustvo za modele i goste
Paris Runway Official pripremio je poklon-pakete za modele i goste, u kojima su se našli proizvodi brendova Molly Sims YSE Beauty, Misfits Protein Bars i LOVE CORN, kao i knjiga Soul Couture™: Your Inner Runway to Remember Who You Are, autorke Andreee Oane Serban, psihološkinje, terapeutkinje, autorke, pravnice i modne dizajnerke.
Elegantne poklon-kese obezbedio je Wrapping Pond.
Neko mora da otkrije sledeće veliko ime
Podrška talentima u usponu uvek nosi određeni rizik. Ulaganje u novu generaciju dizajnera i kreativaca nije uvek prioritet modne industrije. Upravo tu Paris Runway Official vidi prostor za delovanje.
Modno novinarstvo prirodno se najčešće okreće imenima koja publika već poznaje. Velika imena donose pažnju i sigurnost, dok nepoznati dizajneri zahtevaju nekoga ko će prvi poverovati u njihov potencijal.
A svaki veliki dizajner jednom je bio nepoznat. Nekada je postojao urednik koji je prvi seo u prvi red i pogledao njegovu reviju. Magazin koji je odlučio da objavi njegove fotografije. Kupac koji je video kolekciju i poželeo da je predstavi svojim klijentima, iako ime dizajnera još nije bilo poznato.
Neko je fotografisao njihovu prvu kolekciju. Neko im je ponudio prvu pistu. Neko je pružio priliku mladom modelu da zakorači na modnu scenu.
Neko je napisao priču pre nego što su svi ostali shvatili da ta priča postoji.
Trag koji ostaje zauvek
Za Paris Runway Official, upravo ta spremnost da se napravi prvi korak postala je važan deo misije u Londonu. „Ono što radimo je smelo. To je rizik. Ulazimo na nepoznatu teritoriju“, kaže Brit Olivia. „Ali mi to radimo. Gradimo put kojim će i drugi moći da krenu.“
Kako dodaje, London je grad koji obiluje kreativnošću, ali toj kreativnosti ponekad nedostaje prostor u kojem može da bude predstavljena i zapamćena. „Kada imate grad poput Londona koji je prepun kreativnosti, a nemate gde da je smestite, počinjete da gradite. Stvarate prostor za tu kreativnost i strast. Mi stvaramo prostor u kojem će ta kreativnost biti ne samo predstavljena već i zauvek zapamćena kroz snažnu medijsku vidljivost. Stvaramo nasleđe koje ne može da nestane. Mediji su dokaz toga. Zauvek dokumentovano.“
Možda je upravo takav pristup ono što je Londonu potrebno.
Modni identitet ovog grada nije izgrađen samo čuvanjem onoga što je već uspešno. Izgrađen je kroz eksperiment, pobunu, otkrivanje novih glasova i spremnost da se pruži prilika onome što tek dolazi.
Tokom ove Nedelje mode, Paris Runway Official je direktno iz Njujorka stigao u London, sa pažnjom usmerenom ka dizajnerima koji svojim individualnim perspektivama nastavljaju upravo tu tradiciju.
Jer najzanimljivije ime Londonske nedelje mode nije uvek ono koje svi već poznaju.
Ponekad je to ime koje će tek svi upoznati.
English here:
Paris Runway Official in London For Fashion Week – Emerging Talent Steals the Spotlight
As London Fashion Week returns, Paris Runway Official and Fashion Represents teamed up to focus on independent designers and the creative community working to ensure London remains a place where fashion’s next names can be discovered. The designers presented on the runway, at a sold out event, on September 18th, where the Paris Runway Official team was present.
London has always had a particular relationship with the unknown.
While Paris has couture and Milan its polished luxury houses, London built much of its fashion reputation by giving unconventional ideas somewhere to begin. It is the city of experimentation, emerging designers and creative voices willing to challenge what fashion is supposed to look like.
This London Fashion Week, Paris Runway Official is leaning into that history.
Over the past year, its London team has been working to identify designers, models and creatives whose work deserves a larger editorial stage.
The objective isn’t simply to cover Fashion Week. It is to ask a more important question: Who should fashion know next?
On September 18th at Dartmouth House in London, Paris Runway Official and Fashion Represents teamed up to showcase emerging talent. The result? A sold out event showcasing creatives and talent in London that would go on to be featured all over the globe.
Investing in London’s Next Chapter
For Paris Runway Official Editor Brit Olivia, supporting emerging talent is also part of supporting London itself.
“Our team has worked incredibly hard to continue the efforts of the British Fashion Council, which is to bring designers, creatives, models and new perspectives to London Fashion Week,” Brit says. “With the British Fashion Council’s new plan launched in 2025, as well as efforts being made from within the industry, we have an opportunity to help change that.”
Much of that work happens locally, led by Paris Runway Official’s London team, including Producer Sangeetha Menon and Stylist & PR Assistant Gena Aspinall-Martin.
“They work tirelessly to bring this change to London… their home,” Brit adds.
The approach extends beyond designers. Models need opportunities to walk. Makeup artists and hairstylists need faces on which to create. Photographers need collections to document. Producers, stylists, sponsors and backstage teams need opportunities to build relationships.
Fashion Week, after all, isn’t created by one designer. It is an ecosystem.
And strengthening that ecosystem means giving new talent reasons to come to London and opportunities to stay part of its fashion conversation.
Designers Who Walked the Runway on September 18th – Day 2 of Fashion Week in London
Aql&Nafs
London-based Aql&Nafs places Afghan heritage at the center of a contemporary luxury conversation. Founded by Afghan twins, the label reinterprets traditional craftsmanship including the iconic Afghan coat through a modern lens.
Working with Afghan women artisans, the brand also connects fashion with employment and the preservation of traditional craft, making cultural authenticity fundamental to its identity.
Aql&Nafs held an important role in the show, closing the Runway Presentation, where they took the final walk on the runway that evening with 10 looks.
Riccardo Longo Bespoke
Riccardo Longo Bespoke represents another important part of London’s fashion DNA: its enduring relationship with tailoring.
Built around individuality, detail and clothing created with intention, the designer enters a city where traditional bespoke craftsmanship and experimentation have long comfortably occupied the same Fashion Week. Riccardo left the audience and editors in awe when he presented bold colors, perfectly tailored on each model.
Fiona Troy
Independent designer Fiona Troy joins the spotlight as another distinct creative voice this season.
Her inclusion represents precisely what the initiative is designed to encourage: giving independent designers not only a place to present their work, but an editorial opportunity to communicate the identity and story behind it. Fiona Troy focuses on memory – from the fabrics to the way the clothing moves. Everything has a story and Fiona proves that past items can have an entirely new future when using vintage and reclaimed textiles.
Priyal Doshi Couture
Priyal Doshi Couture brings couture craftsmanship and an international perspective to London. Coming all the way from the United States to London to present, Priyal brought a color palette that awed the audience, editors and reporters.
Its presence speaks to Fashion Week’s increasingly global identity… a place where designers carrying different influences, traditions and approaches to craftsmanship can enter the same international conversation without sacrificing what makes their work distinct.
Fashion Sandy by Sandhya
Fashion Sandy by Sandhya, another independent voice, joined the project as Paris Runway Official continues searching beyond fashion’s established names for talent worth introducing to a wider audience. Sandy brought sustainable couture to the runway, including a hand painted gown.
Other designers featured by Fashion Represents included House of Byzantium (@byzantium_fashion), Dani Tabios and Millie Jane (@daelarta and @milliejanefashion), as well as Isali Tharinka and Irosha Croos. The program also featured The People’s Catwalk, alongside a special guest performance.
VIP Experiences for Models & Guest
Paris Runway Team provided gift bags for models and guests that included products from Molly Sims YISE Beauty, Misfits Protein Bars, LOVE CORN and the book Soul Couture™: Your Inner Runway to Remember Who You Are, by Andreea Oana Serban who is a psychologist, CBT-trained therapist, author, lawyer and fashion designer. Wrapping Pond provided the elegant, high quality goody bags.
Someone Has to Find the Next Name
There is an inherent risk in championing emerging talent. Investing in the future generation or any type of new talent seems few and far between. That is where Paris Runway Official sees an open space to fill.
Fashion coverage naturally gravitates toward the designers audiences already recognize. The established names guarantee attention; the unknown ones require someone to take the first chance.
But every major designer was once unknown. Every major designer had their first big break: an editor that sat down to watch their show, a magazine willing to publish their photos or a buyer who sat front row and loved their collection without exactly knowing the label yet.
Someone photographed an early collection. Someone offered the first runway. Someone put an emerging model into a show. Someone wrote the story before everyone else knew there was a story worth telling.
Forever Documented – Legacies Made
For Paris Runway Official, that willingness to go first has become central to its London mission.
“What we are doing is bold. It is a risk. What we are doing is unknown territory,” Brit says. “But we do it. We build that path so others can step into it as well. When you have a city like London that is just pouring out creativity… yet there is nowhere to put it, you begin to build. You create the place for this creativity and passion to go. We are creating a space for this creativity and passion to go but also to be seen and forever remembered with high editorial exposure. We are creating legacies that can’t be depleted. The press is proof of that. Forever documented.”
And perhaps that is precisely the attitude London needs.
The city’s fashion reputation wasn’t built solely by protecting what was already successful. It was built by experimentation, rebellion, discovery and an unusual willingness to take chances on what might come next.
This week, Paris Runway Official went directly from New York Fashion Week to London, focusing its attention on designers bringing individual perspectives into that tradition.
Because the most interesting name at London Fashion Week isn’t always the one everybody already knows. Sometimes, it’s the one they’re about to.
Credits:
Show: Fashion Represents @fashionrepresents.london
Production & Founder: Fashion Represents @fashionrepresents.london & @gaia__london
Paris Runway Official
Writer/Journalist: Brit Olivia @onceuponatimebrit
PR: Paris Runway Official (PRO) @parisrunwayofficial
PRO Producer: Sangeetha Menon @sangeetha_menon_official
PRO PR Assistant: Gena Aspinall-Martin @thebrandlibrary
Goody Bags: @wrappingpond @yisebeauty @lovecorn_snacks @eatmisfits @soulcouturemethod
PRO Photographers:
@yuliafun – All Runway & Backstage
@bysiriaferrer – PRO Branding / Sponsors
@isadoratricerri – @byzantium_fashion Model
@the_quantum_lotus @qlotuslabs – Aql&Nafs Final Walk
Designers:
Aql&Nafs @aqlnafs
Riccardo Longo Bespoke @riccardolongo.bespoke
Fiona Troy @fiona_troy_
Priyal Doshi Couture @priyaldoshicouture
Fashion Sandy by Sandhya @fashionsandys
PRO Beauty Team:
Makeup Team:
@Glow_by_elenadragomir (Head of Hair & Makeup)
@Mariia.magdau
@Lorena.chencian
@Catalina_chifiriuc
@Anamariacarsote
@Andrada_valentina_
@Ivan.jucos.denisa
@Enciu.ralucaj
@Manuela_mandrut_mua
Hair Team:
@Glow_by_elenadragomir (Head of Hair & Makeup)
@July.u
@Birtomdana
@unique_byanna.07
@andramishellemakeup
@Hairartist_octavia_maria
@Katksthrine.K2
