06/09/2012 By Daniel Mogos Reading Time: 2 Minutes

Last night I went to VOGUE’s 2012 Fashion’s Night Out, in Mayfair.

I like fashion – from a sociological point of view and as a fascinating manipulation and adaptation of quasi-art, which suddenly becomes a wearable object, useful and aesthetically appealing at the same time – but I tend to avoid fashion-related events.
It’s like when you enjoy the aesthetics, passion and poetry of football, but you don’t want to join a horde of drunk, testosterone-driven thugs at Boleyn Ground.

Because sometimes you have the impression that the magic world of fashion works that way, the hooligans always first on the firing line, the others lost in translation’ left with no canapes. But the truth is, there is an army of professionals that work very hard for an extremely serious and successful industry, behind a frivolous façade made of fashionistas, bloggers, semi-personalities, half-celebs, paparazzi-chasers, camera lovers, OMG aficionados.

So here goes my humble summa of what happened (to me, not in general), at VOGUE’s 2012 Fashion’s Night Out. In chronological order.

The bad.
At Stella McCartney’s we couldn’t get a single drink. The ambient was cool, though.

Matthew Williamson is a great designer and a cool dude, but there was no alcohol to be found at the party. Just coconut water. That’s what they had. Nothing else.
And too many fashionistas.
We had to leave.

Burberry’s store was beautiful, with a live gig and everything, but it was impossible to get in.

The same for Tiffany & Co. They even had stylish branded coloured popcorn bags, but it was just too crowded.

The good.
Finally, we found love – Michael Kors, as usual ahead of the game, throw a sweet party with some very interesting characters.
Very social media wise, they were inviting the kids to take photos of the event and upload them to Instagram. Sweet.

Tory Burch came up with a rather interesting idea – a junk food truck for the in-crowd. Genius. This made me think I am not a fool when I claim luxury is becoming increasingly R’n’R and streetwise.

(image courtesy of kingsroadrocks.com)

Hermès, as well, had something cool going on the main stage, as you can see from the following video.

[vimeo http://www.vimeo.com/42805369 w=500&h=281]
Kenzo went for a super cool and catchy show featuring hoola-hooping girls.

The happy ending.
Finally, the night was turning rather funny and interesting – especially since we found free champagne.

We ended up at Yohji Yamamoto’s Y-3 store, drunk some more French nectar and had a laugh with the people inside – the guys working there are very cool people, and the Japanese edgy vibe was floating in the air like a cloud of hipness.

After a few more drinks, it was time to go home. Walking back to my bike, I was having the last, light-hearted conversation with a friend, when I got struck by a powerful lightning and a deep epiphany: a life-size image from Vivienne Westwood’s latest campaign.
There she is, the legend, next to a scary bearded man, in a beautiful shot by Juergen Teller.
That’s what I call perfection.

London Web Agency Appnova – keep following us on Twitter @appnova and “like” us on Facebook for useful news and tasteful digressions about geeky stuff.

SHARE THIS ARTICLE:

Contributors

Categories

Annual Archive

Back to Blog
Branding, Social Media Marketing Vogue 0. Comments BY Daniel Mogos

0.Comments

Leave a Comment