The LOOK Show SS11: The Countdown Begins!

LOOK’s Style Director, Zoe Aird, talks us through the preperations being made for The LOOK Show.

I can’t believe it’s come around so quickly, but the L
Show spring/summer 2011 is this week! It’s exciting this season because we’ve got a new super-hot location and an after party to boot (check us out!). This season I’m only working on three retailers – River Island, Warehouse and Mango – because I’m off on a trip the following week and need to prep for this too!

I visited River Island’s head office to style up last week and the collection looks really strong – there are quite a few pieces I want for my own wardrobe (hint hint!). I don’t want to reveal too much before it comes out, but it’s quite a different direction for River – really grown-up but with those pops of colour, cool separates and prints River Island are known for.

I also popped over to Warehouse in between casting models to style up their section. It’s really cohesive and I could practically bet money you’ll be writing a holiday list from it. Studio 54 here we come!

As I mentioned, the models have nearly all been cast – as it’s London Fashion Week everyone is casting, so the poor girls are traipsing round with their portfolios, but at least they’re not as cumbersome as they once were. IPads seem to be the new order of the day – very modern, and they make everyone’s shots look amazing! Talking of which, our Fashion Director Hannah Hughes has just shot the finalists of the Lorraine/
curvy model competition today – I can’t wait to see the results in the magazine tomorrow!

Keep checking back for all the latest news from the LOOK Show SS11.