Last week, the British Fashion Council announced that within the next year, they are bringing about a few changes about how bloggers get accredited for London Fashion Week. They are working with a group representing a cross section of the UK’s most successful blogs to find what will be best for bloggers, designers and the British Fashion Council. Although talks are still in the beginning stages, there have been some decisions made that will affect this season (SS14)
Selection has been more defined this year – to be accredited, a blogger must have a wide reach, influence, engagement and evidence that they support the work of British designers. Because of this more selective decision, you will no longer be able to become accredited on site during London Fashion Week. This makes sense though – should anyone who feels like popping along to this trade event be able to go, even if they do not provide any coverage? The BFC has a duty to ensure that the designers that show their goods are supported.
With the more selective accreditation, this means that the BFC will be able to provide PRs with a list of accredited bloggers, making it easier for them to send out invites. This also helps out bloggers, as they may not have to send out the masses of emails requesting invites.
One of the welcome changes for bloggers on site will be the increase in facilities. We’ve all heard about previous seasons where bloggers were refused access to press lounges, etc, but now there will be a specific space sponsored by Samsung with lockers to stash all that stuff you end up lugging about and charging stations so you can make sure your phones and cameras don’t die in the middle of a show. Bloggers will also have access to the press and buyers study, also provided by Samsung, where there will be some laptops available for bloggers to use.
Whether you are accredited or not to go to this seasons Fashion Week, don’t worry! Accreditation will be awarded on a seasonal basis – just because you’re not accepted this season doesn’t mean you won’t be able to apply next. Accredited bloggers will recieve a pack from the BFC to explain what accreditation offers them along with important information about whats available on site, and a code of conduct to show what is expected of them. Even if you don’t get accepted, you can still get useful information detailing ways that you can get involved – such as access to media packs and an online “blogger hub” where you’ll be able to find daily highlight photos and videos, along with details of events throughout the year. If you are hoping to go to LFW next season, then it will be really important for you to make full use of this information – as explained earlier, you need to be able to prove that you support British designers, it won’t be enough to have a wide influence.
What do you think about this? Do you feel London Fashion Week should be open to any blogger, or do you think that there should be some exclusivity? We’d love to hear all opinions.
I think this is a great idea! Bloggers are being more accepted as ‘press’, which is well deserved as most bloggers work hard to report fashion week as many magazine journalists do.
Hope I can go next year!
I remember going to fashion week as ‘press’ through my blog and the year they changed the pass to say ‘blogger’, i found myself getting treated differently as though all bloggers are just out there for free stuff. I think this will help bring back the respect for bloggers from brands.
I also find that they have made some serious cut backs (like how there used to be champagne everywhere and now you’ll be lucky to get a glass) over the years so this could also be a cost saving measure for the BFC.
I think this is a hugely positive move. I said as much on Disney Roller Girl’s post about the topic, but I think it’s important that if it’s the choice between accrediting a blogger who posts OOTDs 360 days of the year or a blogger who focuses on fashion news, commentary and celebrates local/national designers then it should go to the latter every time.
(I know I wrote this post, but I wanted to keep my opinion separate to the post!)
Personally, I think these changes are a great idea. As SJP says, the bloggers who really should be at LFW are the ones who talk about British designers. Two years ago, I went to LFW for the first time (with accreditation), and while I found it interesting to see the showrooms, I didn’t really get any blog posts out of it because it just wasn’t that relevant to my audience. It was lovely to see so many bloggers I love in one place, but there was just no reason for me as a blogger to be at a trade event.