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Browns Buying Director Ida Petersson Covers London Fashion Week

Fashion month continues into London Fashion Week, where we saw collections from Burberry, Shrimps, and the students at Central Saint Martins MA Fashion. Buying Director for Browns Fashion Ida Petersson was in attendance for the week to see it all first hand. We caught up with Petersson to hear her side of London Fashion Week.

How do you decide what to wear to the shows?

“This is one of the most difficult tasks during Fashion Week as it involves a lot of planning in advance. Although I always try to prep my outfits, often trawling the website for inspiration, who knows what I’ll be feeling on the actual day. If I’m tired, I tend to lean towards black—now you know my secret!”

What has been your favourite outfit?

“This season, I’d say the Greg Lauren coat. I love how he repurposed old Pendleton blankets, a hoodie, and army coats into this fantastic hybrid coat that is truly unique. My all-time favourite outfit is my SS04 Lanvin green satin dress—I’ve worn it to death! It still comes out on special occasions today.”

What were some of the standout shows for you this season?  

Molly Goddard, Fashion East, Richard QUINN, and new to Browns brand Eftychia.”

What are some noteworthy fashion and accessory trends coming out of London Fashion Week for Fall/Winter 2020?

“Grey tailoring, trench coats, large bags, and lime green.”

Are there any key elements that set London Fashion Week apart from the other fashion weeks? 

“There is a raw energy in London that I don’t feel anywhere else. London was the first place I ever attended a Fashion Week, so there’s always a sense of homecoming around it, too.”

Do you have any favourite moments from attending fashion week?

“Attending Lee McQueen’s first show and his very last (and some in between). He created a universe beyond imagination that I feel incredibly privileged to have witnessed first-hand. I also loved the Jacquemus 10 year anniversary show in Provence last summer—it was a magical moment.”