LFW Frontline Reports: Lauren, PR Director At My-Wardrobe.Com

19/02/2011 17:59 | Updated 22 May 2015

Fashion week might be an endless parade of parties, paparazzi and freebies for some, but it's a different story for the people running the show. In our fashion week blogger series, industry insiders tell us what it's really like to be a part of the fashion week whirlwind.

Lauren Stevenson, PR director talks us through her Friday at London Fashion Week...

"Today marks the first day of London Fashion Week and the anxieties of what to wear to both shows and parties, where did I put the schedule and tickets and are my shoes going to make it over the cobbles of Somerset House. I have it quite easy compared to most of the PRs in London, as we don't put on a show, but this season, we are hosting a cocktail party to mark the re-launch of at Sketch, so the pressure is on to manage my time between fashion week itself and organising our event.

By now I have already planned what I'm going to wear most days taking into account how hot it gets in the show venues and then how cold it is waiting outside. My fashion week wardrobe features J Brand Love Stories (yes, they are back!), Helmut Lang leather leggings, Bionda Castana shoe boots, M Missoni jumpsuits, Splendid jersey tees and Iro jackets.

I attend the shows with my-wardrobe founder and CEO Sarah Curran and our buying director Luisa De Paula and manage the quotes and interviews for the press as the week goes on. It's also a chance to see the international press who come to London, which can often be like catching up with old friends. This season I'm really looking forward to seeing Christopher Kane, Richard Nicholl, Burberry Prorsum, Mulberry and Jonathan Saunders.

I will never tire of the excitement of the lights going down and the music starting and the anticipation of seeing the beautiful clothes. Then of course there is the parties. The one I always look forward to is Mulberry, who always throw a fabulous party. To think in a few days it will all be over, but we all know it will be here again in a few months."

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