Event Review: LondonEdge – September 4-6 2011

Located in the heart of London, LondonEdge showcases cutting edge alternative fashion and merchandise for trade buyers inside the National Hall, Olympia.     Spread over three days and entering […]

Located in the heart of London, LondonEdge showcases cutting edge alternative fashion and merchandise for trade buyers inside the National Hall, Olympia.

 

LondonEdge_Stands

 


Spread over three days and entering its eleventh year, the trade show offers international fashion buyers a plethora of high-fashion street wear collections with a gritty, including punk, goth, skate, cyber, steampunk, rockabilly, burlesque and mod styles on sale at 300 stalls around the building. A live skateboarding platform, ‘The Ledge’, is held on the building’s upper floor for the first time, whilst a forty minute fashion show incorporating contemporary dance takes place at regular intervals during the day.

 

 

Catering for a huge variety of tastes, the clothing and accessories on exhibition makes clear the sheer diversity of alternative fashion all over Europe, featuring stalls from Germany and Switzerland as well as all over the UK. Lace nestles next to rubber, jersey hangs next to tweed. From belt buckles to earrings, corsets to trench coats, the quality of the merchandise and sheer talent behind the designs demonstrates how serious LondonEdge is about bringing a taste of the unusual to the mainstream.

 

That”s not to say that the show is without a bit of fun and games. Tattooed pin-up girls roam the hall hula-hooping at random, sweets are handed out to all and sundry whilst the skateboarders vault over obstacles overhead. A massage corner sits next to a surprisingly realistic fake oak tree, whilst weird and wonderful costumed performers stalk the spaces between the stalls.

 

The serious business of making contacts and sales is transformed into a fun and highly enjoyable event, because that’s what LondonEdge is about – bringing the extraordinary to the ordinary.

 

LondonEdge_FS

 

More information about LondonEdge is available on the event website.

 

rating-4

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