Behind the Scenes at London Fashion Week with Laura

We got involved (for the fourth time!) with one of the highest profile fashion events in the world. Read all about our backstage success at 3 top shows, the celebrities we spotted and our insider’s guide (Laura) to the trends for spring/ summer 2012.

London Fashion Week (LFW) is one of the highest profile fashion events in the world and one of the ‘big four’ international catwalk influencers. Fashion enthusiasts from all over the world, who were fortunate enough to acquire a highly sought after ticket, descended on London for the anticipated event. Much to our delight The Pure Package were involved backstage for the 4th time running, providing delicious meals and tasty treats to renowned designers Julien Macdonald, Matthew Williamson and Alice Temperley, their models and their hardworking crew.

On Sat 17th September we headed to Julien Macdonald’s chosen venue, a Grade II listed Georgian building in Portland Place that featured crystal chandeliers and a sweeping staircase. Hair and make-up and wardrobe were setting up backstage as we arrived. We put together a delicious and nutritious breakfast for everyone to snack on which included our fresh berry and granola pots, wild rice, coconut and mango pots and our award winning banana and blueberry muffins. They went down a treat!

‘I’m a huge fan of The Pure Package’s healthy weight loss programme. I find the food simply delicious and I would recommend it to anybody wanting to lose weight and maintain a healthy balanced diet, particularly if you have a busy lifestyle.’ Julien MacDonald, Designer

Backstage quickly turned into a hive of activity as the models arrived one-by-one and the steady hum of hairdryers provided our soundtrack for the morning. It was mesmerizing to watch the transformation process the models undergo for each show. Julien’s models sported combed-back hair which was then painted black, red and white. Wardrobe had to be extra cautious when dressing the models to ensure not a spot of paint tainted the glamorous outfits. Up until literally seconds before the show was due to start, finishing touches were being applied. And then it was show time!

Julien (a seasoned Pure Package client who regularly orders our gourmet diet delivery meals in the lead up to London Fashion Week) said his range was inspired by his many trips to the Far East and a fascination with Geisha girls in Japan and ancient Chinese art. “I did feminine flowers for last summer, rock ’n’ roll for autumn/winter, and this time, I really think I’m turning Japanese.” The collection, he said, was based on the idea of a rich and famous woman travelling to experience Eastern culture from Monte Carlo and St Tropez.

Our very own Jennifer Irvine with Julien MacDonald.

On Sunday 18th September Matthew Williamson created fashion history by being the first designer to showcase a collection at the Tate Modern’s Turbine Hall.

I was rather relieved to arrive at the Tate Modern, late afternoon, after being misdirected around the backstreets of the Southbank for half an hour by my taxi’s confused satellite navigation device. I unloaded my Pure Package black cooler bags and other paraphernalia onto the pavement and, as the taxi drove away into the distance, I was approached by a concerned bystander who recognized my armband (a required accessory for all LFW participants), and apologetically informed me that I was at the wrong entrance and should, in fact, be on the complete opposite side of the building. The Tate Modern is not a small building. Oh dear! Looking at the time, mild panic set in. I was only slightly behind schedule due to my extended taxi ride but I knew that the hunt for assistance and (hopefully) a trolley to take me to the correct location could take some time. Leaving the obliging bystander to guard my supplies, I dashed across the entry grounds into the building and immediately encountered a security guard who turned out to be my saving grace. He rallied his troupes through his walkie-talkie and before long I was striding alongside a trolley laden with my goodies and accompanied by the security guard to my destination.

I was expecting a frenetic scene similar to what I had experienced the day before at Julien Macdonald’s show when I entered the backstage area, so the quiet calm took me by surprise. I was told that this was because many models were absent and would be arriving at different times to each other due to their involvement in the numerous shows preceding Matthew Williamson’s show. I unpacked my cooler bags and set up an eye-catching display of fruit and nuts, fresh blueberry and banana muffins and two delicious salads for the crew, which included a Vietnamese chicken salad with peanut and ginger coleslaw, and a feta and mixed seed super food salad. Whew! I could now relax as everything was back on track. The food was an alluring distraction and within two hours most of it had disappeared.

“During the hectic days leading up to London Fashion Week, I rely on my Pure Package daily delivery  to ensure I’m eating well: it’s conveniently delivered to my studio each morning and every meal and snack for the day has been well considered and freshly prepared for me, always nutritionally balanced with a fantastic variety of ingredients.”
Matthew Williamson, Designer

I was lucky enough to be in possession of a ticket to watch the show that evening and happily joined our founder, Jennifer Irvine, alongside the catwalk. Matthew Williamson’s loyal following of celebrity fans were in evidence with Sienna Miller, Poppy Delevigne, Dree Hemmingway and Rachel Zoe seated in the front row across from us. Super model Erin O’Connor and British-born editor-in-chief of American Vogue, Anna Wintour, were also present.

Jennifer Irvine with super model Erin O’Connor, an advocate of Pure Package.

Our last day of involvement with London Fashion Week happened to be on Monday 19th September at Alice Temperley’s much anticipated  show at the grandiose British Museum that Pippa Middleton was rumoured to be attending. She did not disappoint. Dressed in a cream and black mini dress from Temperley’s collection, she was joined by Peaches Geldof and Rosario Dawson in a star-studded front row.

Backstage I had set up a lavish display of tasty dishes, which included a Cajun chicken salad with jalapeno sour cream and a butternut, couscous and chickpea salad with raspberry vinaigrette. Much to my delight all our food was snapped up with relish before the show started, which meant that I was able to enjoy the show in person and not through the television and photographic coverage the next day.

‘The Pure Package kept us and all our models’ hunger pangs at bay in the 4 hour call time before our London Fashion Week show. Fresh and delightfully nutritious, a nervous stomach was very appreciative of such healthy food … in fact, it was actually the first time I have eaten back stage!’ Alice Temperley, OBE

Jennifer Irvine and everyone at The Pure Package hopes this involvement will further encourage the current trend towards healthy and sustainable weight loss and weight maintenance. We are continually working with the London Fashion Council which signifies the positive changes being made in an industry that is renowned for unhealthy, size zero models appearing on the catwalk.

What will be trending in spring / summer 2012?

You might ask what you should be looking out for to prepare for the spring / summer 2012 season. Well, 8 strong trends clearly stood out amongst next season’s fashion contributions:

  1. Candy Colours: Jonathan Saunders, Nicole Farhi and Mulberry.
  2. Crop Tops: Acne, Henry Holland and Topshop Unique.
  3. Electric Ethnic: sass & bide, Peter Pilotto and Burberry.
  4. Femme Florals: Mary Kontrantzou, Temperley London and Erdem.
  5. Pale Pastels: Topshop Unique, Temperley London and Jonathan Saunders.
  6. Print Mash Up: Peter Pilotto, Jonathan Saunders and Mary Kontrantzou.
  7. Trending Tropical: Mary Kontrantzou, Matthew Williamson and Issa.
  8. Long and White: Nicole Farhi, Roksanda Ilincic and Temperley London


Temperley London spring / summer 2012 Collection