Next London Fashion Week edition - autumn-winter 2001 - will happen between February 18 and 23 . For the press and buyers, the event organization has just sent two magazines-catalogs divulging last season news (September/2000), designers and expositors participants of the next and, mainly, the event itself and London, itself catwalk and stage of what is the most creative in fashion around the world, as would say the English people themselves.

Covers of the magazines sent by the London Fashion Week organization.

One of the catalogs, Who's who on the catwalk, presents the creators who will be composing the agenda of the fashion shows with small biography and description of the style from each one. Basic for the professionals to elect the 2001 shows, according to their specific interests. The second, Why London? Talks about the city through a small manual of fashion surviving, with the right to hot lists of interesting places, famous people, new names and addresses for shopping.

Rushing for audience and good financial results, the world launching fashion capitals run to guarantee that the journalists and business people be more than present: they should have good time and always come back.

Not long ago, the English press was commenting about the danger of the event loses its strength, threatened by investments of huge groups in talents like Alexander McQueen, Hussein Chalayan, Stela McCarten and Jonh Galliano. When the organizers felt that some of their shows were migrating to Paris and New York , they got engaged to strengthen the image of the English week.

"Why London?" The question is answered by fashion and powerful people like Joan Kaner, vice president of the American Neiman Marcus; Julie Gilhart, merchandising of mega Barneys, also American; Fatiha Habchi, buyer of Printemps of Paris; Colin McDowell, fashion researcher and one of the writers of Sunday Times Style; and other professionals of the area.

Products signed by LFW expositors: Jemima Roger's armband; Lulu Guinness' handbag; detail of Jenny Packam's dress; Mootich's sandals and detail of Queene&Belle's t-shirt.

"The commercial concerns didn't erase the essence of laboratory of creativity which are the British fashion shows"- Patrice Cabasset - Lófficiel de la mode fashion editor in Paris.
"Besides the fashion shows, the most exciting is to look how the people on the street dress themselves: you never know what you are going to meet next corner." - Ann Watson vice-president of Saks Fifth Avenue, USA.
"While the designers of the all world take a nap, some of the English expose themselves with vibrating ideas which makes many people to wake up" Fatiha Habchi - Printemps, Paris.
"They aren't seized with fear of being creative, they take the risk and make what the others will make two seasons after." Maria Luisa Poumaillou - owner of Maria Luisa, Paris.

Page from Why London? magazine "My London Fashion Week": small agendas with the best moments of the event, composed by fashion people like the top English Liberty Ross, who worn the "One million pounds" dress signed by Julien Mcdonald, last season.

Such declarations and others which bring the adjectives "exciting", "challenging", "refreshing", "innovator", "surprising", "unexpected" , "unforeseen" reaffirm what directs the moods in the divulgation of the event and the consolidation of its image: if the digital Kate Moss was the face of the last edition, the image of LFW Autumn-Winter 2001 is an impacting mounting of Per Karlen (for the Royal College of Art) on the original photo of Harrods. Dramatic, hybrid, more art than fashion. This is the idea to seduce Greeks and Trojans, French and American to respond, "Yes... We are going to London next season".