Fashion Week is changing, there is a lot of debate about the rise of the influencer & whether they really bring merit to the promotion of a label or it’s becoming an extension of their self-focused content. What are your thoughts on the changing nature of attendees, and achieving the best return on investment?
I love change, this is what keeps the industry interesting, it's what keeps us on our toes and makes us change the game. HOWEVER, I hear where this question is going and yes there are a number of influencers who really can be rather unpleasant to deal with. They are important for some brands that retail in certain countries, for instance the UAE shop via Instagram, so when influencers who reach that audience are posting about brands that are available to buy in these regions there is value.
When influencers who serve high street realness to the masses start demanding front row seats at shows where client's gowns retail from 10K then it becomes totally irrelevant. I’m all for everyone coming to be fair but I’ve never understood this demand to be on the FROW, I’ve sat back row at shows and stand at all of ours and see everything from there.
With that in mind, how do you assess results, we’re a long way from the days of rulers being used to add up all the column inches?
That ruler broke my dear . . . we measure results using digital outreach which we outsource.
You’re expanding into L.A. so naturally the real question is have you been to Universal Studios yet?
We have already expanded and sadly no, we have been to busy getting collections over and warmly ushering our American friends into the new studio. I’m sure we will get a visit in there at some point . . .
While L.A. is certainly a home to glitz, glam, and fashion, it doesn’t have a fashion week as recognised as London or New York, is it a different type of skill set that’s required?
To be fair we never expanded to be a part of LAFW, our goal was to give longevity to our clients collections with influencer, celebrity and red carpet media. There are not many magazines in LA however there are a lot of freelance stylists, it wouldn’t be fair of me to comment as I actually don’t know enough about LAFW but I am meeting with the organisers this summer to learn more about what they do.
Who do you think is the next label to look out for?
I can’t say any of our clients as that looks like I have a favourite . . . I think a label that has sustainability and socially and environmentally conscious will be the next big thing. Hint hint to any budding designers out there.
As you know, I’m OBSESSED with Apu Jan, the leader in the vanguard of Asian designers currently working in London, what do you think makes it such an attractive city to international designers?
London has a huge amount of heritage, as Brits we sometimes forget this and I think around the world not just in Asia this has masses of appeal and draws brands to show here.
And finally, how do you wear those fabulous heels for so many hours at LFW, like seriously, HOW?
The shoes ain’t cheap and I have botox in my feet . . . true story . . .
To find out more about Portia Shaw and Pop PR, visit www.poppr.co