It was Fashion East's 10th anniversary show today and boy were we proud of Lulu and her team! It was an amazing show with Heikki Salonen, Felicity Brown and Simone Rocha presenting their collections for SS11 to a packed house who couldn't wait to see their creations. Known for being a high energy snap shot of what's cool and directional in London right now, as usual, this was one of the coolest shows of the week!

Heikki Salonen

We got chance to hit the skate ramp with Heikki Salonen's SS11 collection! From the names of the clothes to the inspiration behind each piece, everything found its roots in boarding and Native Americans. What came out of this unlikely collaboration of ideas was a selection of perfect, pared-down, loose tailoring. Destroyed hems hung off structured lapels, slim-fit trousers sat under long, sheer shirts and the occasional ruffle gave the whole thing a feminine touch. Throw in a couple of wild monochrome prints and you've got a collection that had us whooping in the aisles. 


Felicity Brown

In a palette of vibrant turquoise, jade and sunset pink, and played out with rough-shorn edges, Felicity Brown's Fashion East debut sashayed along the catwalk to wild acclaim. Simple, layered silk t-shirt shapes rubbed shoulders with demure tailored skirts and slinky dresses fronted by massive fabric ruffles. Cool femininity was key and mini skirts gave rise to vertiginous shoulder and neck ruffs with an occasional asymmetric line. We want to put our names down for a pair of the round sunglasses the models wore, as well as at least one of everything else! In our dreams right? 


Simone Rocha

We loved everything about Simone Rochas' collection. The simple whites, the popping pinks, the fallen-off hems and sheerest layering. Boxily structured tux jackets balanced out knee-skimming shorts and perfectly deconstructed shirts were crowned with aluminium collars. Next season's penchant for Perspex was evidenced in her awesome box clutches, and there was a nod to bohemia in tumbling tulle ruffles. Loved the textures, loved the buttoned-up undone-ness of it. All we need now is for summer to get a move on…