48 hours. 48 hours on each side of the pond, that’s all it takes to make your mark and host a memorable show to celebrate your 20th year in the business. Running at the Business Design Centre, London N1 from 27th-28th January 2019 and Alexis Park Resort and Convention Center from 5th-6th February 2019, LondonEdge proved why it’s one of the longest running British trade shows in the fashion industry. Both London show #39 and Vegas #2 pulled the punches to go above and beyond all expectations. Giving visitors a bevy of exhibitors, including countless brand-new collections, a show-stopping catwalk and the ultimate after show parties, LondonEdge proved that it has the power on both sides of the Atlantic, as it brought together the market leaders of lifestyle fashion to celebrate 20 years of individuality through fashion in London’s beautiful Islington venue.
Starting the proceedings in London with an event which smashed the records of previous seasons, the on-site press office hosted the alternative fashion elite. Reaching an audience of nearly 4,000,000, press, influencers and bloggers who’d been involved in Edge’s SS19 marketing drive came together to network and enjoy a glass or five of fizz. Filling the newsfeeds of every platform with images and reports from LondonEdge, the group shared their love of the world’s leading alternative fashion tradeshow and all the brands it houses.
The after-show party received a bit of a shake-up this season as Team Edge opted for a brand-new venue to dance the night away. Taking over Islington’s Chapel Bar, the party went on into the wee hours at the dual floored venue. With music from influencer and DJ extraordinaire Hannah Cunningham, also known as Empty Alien and sets from swing dance troop Swing Dance UK, visitors to the epicentre of alternative fashion, exhibitors and team all lined the bar and showed the world that there ain’t no party like a LondonEdge party! With a complimentary bar on arrival, this Sunday evening was the ultimate form of worship for the alternative fashion mecca!
The stage performances produced by Production Element created the perfect centrepiece to the show. Treating visitors to an enigmatic showcase of collections and garments from exhibitors including Burnt Soul, New Rock, Hell Bunny, Voodoo Vixen & Collectif. With stunning choreography, beautiful styling and super sleek production the shows were the talk of the show.
Just a week on from the London extravaganza, Team Edge’s Vegas edition did not disappoint as exhibitors gathered in deepest Nevada to celebrate the true core beliefs of the alternative and youth subculture mecca. Show #4 for the US was the brand’s 45th number overall and it did not disappoint. The Lifestyle Fashion industry leader delivered a great new mix of exhibitors, onsite music courtesy of LA’s Danny Fuentes reflecting everyone’s life soundtrack, an unforgettable after-show party and countless other extra-curricular Vegas activity.
Paying homage to the show’s true British heritage, LondonEdge provided their very own Big Red London Bus transporting buyers, visitors and influencers alike between the plethora of tradeshows being held on the AW19 fashion week in the Vegas calendar! Influencers attending this season included Doris May Day, Vintage Vandal, Annalee Belle, Saturn Superstar and Kiana.
With huge plans to develop from the foundations of 2018, LondonEdge Managing Director, Carole Hunter, had the following to say:
“This is our 20th year & the first two 2019 shows have been unforgettable. With Vegas Edge in August and LondonEdge in September, supported by the hard launch of our digital platform LondonedgeNOW, we’re looking forward with excitement to the future for this cornerstone of global lifestyle fashion. Whilst we’ll always adjust to reflect new trends within our marketplace as well as to account for changes in business styles & methods, we will always & steadfastly nurture, protect, respect and support those creative small & medium businesses sitting on the outside edges of fashion.”
It’s not just the organisers who were pleased with the shows, visitors, exhibitors & influencers had a great time too!
‘We attended London Edge 2019 & had an absolute blast! There were so many new brands! Even having attended a couple of years ago, we were so excited to find how much was new & different. We have placed several orders with new brands, & with current brands we loved seeing their new ranges in person. The fashion shows were great & we went & ordered a few items immediately after seeing them walk down the runway! Jewellery, clothing & footwear were all exceptional. Thanks for running such a kickass show season after season! Massive fans here at Tragic Beautiful.” Melanie from Tragic Beautiful, Australia
“We connected with about 6 brands which was great. This season was more productive for us than before, so the type of brands was much stronger!” Christina, ASOS
“We were excited to travel from Australia to LondonEdge for the first time to bring our shoes to the European community & share our love for elegant & practical vintage style footwear with women across the other side of the world.” Samantha, Charlie Stone
‘Even in the age of the Internet, nothing beats meeting your business partners face to face and take a closer look at the items you will be selling in the next season. The fashion shows are always inspiring & it’s a great opportunity to meet people and discover new brands.” Peggy Sue Frankfurt
The next LondonEdge will run, fully loaded, from 13th-14th August 2019 at Alexis Park, Las Vegas & 1st-2nd September 2019 at the Business Design Centre, Islington, London N1. Register to visit LondonEdge at www.londonedge.com/visitors.