LFW event at The Collection presented by Fashion TV

Yesterday we had the pleasure of being invited to The Collection in London South Kensington, Fashion TV’s event in collaboration with Starr Parties, iCandy Studios, Veni Vidici & London Club PR.

The highly-anticipated event brought together London’s social elite to mark the launch of London Fashion Week, with collections being presented by luxury handbag and accessories designer Sasha Saretta Muller, Danielle Carruthers, Brazil Beach Bums bikini range and dresses by Bling Deenie. We entered through the infamous Norman-Foster-designed, catwalk-style entrance. Although the doors had just opened at 5.30pm the place was already heaving with fashionable young beauts, mingling and lining the sleek metallic bar, sipping champagne and delectable-looking cocktails. We took our seats at one of the black leather booths, whilst we waited for the rest of the gorgeous guests to arrive. Former TOWIE star Lauren Goodger arrived with pals, looking rather demure in a black midi dress which she accessorised with a gold metallic belt and black peep-toe heels.

Rapper Sway was also in attendance, as were Alexander Amosu and CEO Shammi Sinh of Goût de Diamants Luxury Champagne. Once the fashionably late attendees had arrived, the show commenced with Beach Bums of Brazil by Danielle Carruthers presenting a selection of feminine designs, cut in the traditional Brazilian way. The models strutted down the catwalk clutching handbags by Maisha (Sasha Muller’s label) and continued to show off the collection of exotic skinned bags, in a variety of ready-to-wear colourful dresses by Bling Deenie – who already have a cult following with designs worn by celebrities such as Jessie J. 

The evening continued with a star-studded closing after-party at Mayfair’s fashionable nightspot Jalouse, where over 200 well-heeled guests danced the night away in style until the early hours.

Siobhan Copland