Edita reports | Boohoo Christmas Party 2016

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A few of us gathered to attend the Boohoo Christmas party 2016. It was all about glitter, glamour and girl power. We danced, we partied and we wore Boohoo.

There was so much catching up to do among us bloggers. We talked about what we adored about blogging, and what changes we noticed in the industry.

We all have been blogging for quite a while – and here are some changes we’ve witnessed:

  • Some massive brands are not as massive anymore. I won’t say which ones we’ve mentioned, but the conversation included me saying: “Oh yeah, I remember now – is that still even going?”
  • Some massive bloggers are not as massive anymore. I remember a number of girls cooing at the sight of a big blogger back in the day, but a lot of them seem to have moved on and have either become smaller or stopped blogging altogether.
  • It has become more important to seem to be partying on Instagram, than actually partying. I am sometimes guilty of this: I go to an event, I photograph it and I am off to the next.
  • Blogger coverage is slowly becoming more popular than press coverage. I don’t hear questions such as “oh what press did you get”, it’s more about “blogger X is on the guest list and she is massive for our brand”. Certain magazines are not happy about it – you know who I mean.
  • While some bloggers are the warmest, most wonderful people ever, some may come across as cold. I keep seeing this point mentioned everywhere. Think about it this way, whatever party you go to, from a random house party to the biggest VIP gala on the planet, you will get a mixture of temperaments. Unfortunately we can’t all be Jennifer Lawrence. I don’t think it’s fair to say that this community is cold and pompous only because they amassed a large following. Some are, some aren’t.

Edita reports | Hermès Crazy Carrè

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Despite being a brand that is classic and serious (or at least costing some serious money), Hermès throws the most relaxed, irreverent and nonchalant parties. Crazy Carrè was no different.

Met with a plethora of rooms, all with completely different concepts, I could still plainly see the Hermès brand everywhere.

From rooms where you could throw paint around wearing a lab coat (yes please!) to chambers with imaginary tigers and dancing spaces – not to mention the epic dance shows – you could simply close your eyes and still know that these are all Hermès scarves brought to life.

The delicious food, the flowing cocktails, the option to get your makeup done and hair braided all added to the fact that your mind was being pumped with colours, prints and ornaments and you simply couldn’t get enough!

To sum up, Crazy Carrè was a trip and it got us all addicted.

Thank you so much for having me, team Hermès.

Edita reports | Disaronno Wears Etro

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The Disaronno bottle certainly likes wearing designer labels. Last year it wore Cavalli, this year it is wearing Etro.

I have a soft spot for Etro, it is my spirit animal without actually being a physical creature. It encompasses everything I believe in when it comes to fashion: A mashup of vintage, boho, free-spirited and trend-led designs.

I could wrap myself in Etro’s fabrics and be forever happy while sipping Disaronno cocktails. Oh they were good.

Edita reports | Sibling at London Fashion Weekend

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Before attending the Sibling catwalk show at London Fashion Weekend, I was lucky enough to pop down and hear the label’s designers’ talk session. I loved how candid and down-to-earth Sid Bryan and Cozette McCreery were. I thought I’d share my learnings with you.

5 Things to Learn From Sibling:

  1. Sibling made sure their models smiled on the catwalk, which to many seasoned show-goers is unheard of. This completely changed the vibe of the show. I couldn’t help but smile back at them. If the runway can be full of smiles and positivity, picture doing that on your morning commute?
  2. Every successful design house on the planet is asked: What is your advice for up-and-coming designers? Cozette answered speedily: Get an accountant. To me, this spoke volumes about Sibling as a brand. It was the best wake-up call to any fashion-lover. It’s okay to be dreamers, but we also must be business-minded. If you aren’t, befriend someone who is.
  3. If you look closely, you will find that underneath a Sibling catwalk show, there are some really cool jumpers, Sid said. This was music to my ears. Whenever I attend and review a show, I keep hearing whispers behind me saying: Ugh but who would wear that. Many times I wanted to turn around and say, I would. As a show-goer I mentally deconstruct catwalk shows into items of clothing and mix and match them with other separates. Attending shows to voice a lack of appreciation says tons about the person, not the designer. There’s a reason this is a creative industry.
  4. Be nice, not bitchy. Another gem from the Sibling Squad. Thankfully, the era of I-am-more-important-than-you within the fashion sector is drawing its curtains. Good riddance. However I do take this advice seriously whatever the situation. You get more stuff done when you are pleasant and just plain nice.
  5. Knitwear isn’t going anywhere. Invest in the cosiest, loudest, most fun jumper out there. It is a guaranteed timeless piece. And now that everyone has smiled at me so wholeheartedly from the catwalk, I’ll make mine Sibling.

Edita reports | LFW Spring Summer 2017 Fashion International

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This year’s Fashion International showcase left a positive impression on me. I finally saw something that LFW is all about: experimental fashion. Juan Palomino’s looks caught my attention. The young Peruvian designer showcased his dark and avant garde collection which was met with shock, sometimes laughter but foremost admiration. It felt refreshing, it felt London. It was what I came to see.

The other collection that stood out for me was by Michaela Frankova. I am convinced with every fibre in my being that one day I will wear a piece by this fabulous designer – especially this jumpsuit. Lovely, feminine and oh-so glamorous.

I also want to give a special mention to a navy, lace and ruffled dress by Omar Mansoor – it has fantastic styling potential. Picture that dress with a classic leather jacket, lace red heels and a red Chanel Le Boy bag. It’s what fashion dreams are made of.

Lenie Boya did it again – brave, dramatic and unmistakably her own aesthetic. Bernhard Dyne came back with more extreme and elegant minimalism. Rai, Sasmitha Dellawa, Fernanda Melo also produced some showstoppers.

To summarise, if last year I was relatively unmoved, this year’s Fashion International left me smiling.