London Fashion Week

Brief: Manage and optimise London Fashion Week partnerships and activations across Henkel brands; Schwarzkopf Pro, Authentic Beauty Concept, and INDOLA, to ensure a diverse range of success. History: Since my first London Fashion Week season in September 2021, the London Fashion Week partnerships have evolved significantly. Initially, we focused on collaborating with session stylists, offering product sponsorships and nominal fees. Ultimately our goal was to create a community-driven initiative, providing salon stylists in our network with opportunities to work backstage at fashion events but I knew the importance of leveraging and generating content, from social media posts to step-by-step tutorials. Process: Fast forward to February 2024, where I led a team of 6 team members and managed an impressive 17 shows over the London Fashion Week weekend. My responsibilities expanded beyond solo endeavours from previous years, evolving into a collaborative effort to ensure seamless execution. Outcome: Prior to the event, I secured three shows for Schwarzkopf Pro ambassador Philipp Haug as the lead hairstylist for a range of designers including FROLOV, Helen Anthony, and Ukrainian Fashion Week. This not only showcased the brand's trusted product portfolios but also provided invaluable opportunities for salon stylists. To capitalise on these partnerships, I organised and briefed a team of trusted videographers and photographers to capture compelling content, resulting in extensive media coverage. Additionally, I oversaw Henkel brand activations at shows like Erdem and Holtzwieler, where Authentic Beauty Concept served as the official backstage hair sponsor. My hands-on approach extended to managing backstage operations for the hair teams and ensuring a seamless experience for trade and consumer press. To further elevate our presence, I proposed and curated a Henkel London Fashion Week apartment, meticulously designed to reflect each brand's aesthetic. Hosting press both overnight and for dinners in this setting created meaningful connections and provided ample opportunities for content creation and a safe and comfortable space for our guests to enjoy. Personally overseeing the 5-day event, I covered all aspects from attending shows, addressing team needs, briefing creative teams and facilitating press interactions. The result was a seamlessly executed and highly impactful London Fashion Week experience.