Fashion’s Night Out Awards
London Town went to such an effort this year with a bigger and better Fashion’s Night Out than ever before I had to pick a few of my favourites. Below, check out the stores who went to the most effort this year and came out best in show!
Extreme Makeover FNO Edition
Category: Best Store to Get Ready | Winner: Selfridges
I started Thursday’s festivities in Selfridges, where they kicked things off early with manicures at Chanel and make-overs at MAC. Props to them for turning Fashion’s Night Out into an all-day event (the Chanel manicures began at 1pm!)
I had a make-over at Illamasqua where the fabulous Albertas applied some smokey eyes (and possibly an eyelash or two) before moving onto Chanel where I was thrilled to find that celebrity manicurist Marian Newman was back for a second consecutive year. She painted my nails ‘Coco Blue’ from the Chanel Jeans Collection and accessorized with a ‘jeans pocket’ design on the ring finger. I spent the entire weekend smiling every time I caught sight of my brightly coloured nails – so cute!
Girls on Film
Category: Best Photobooth Set Up | Winner: Kurt Geiger
Kurt Geiger on South Molton street had an entire dressing-up box on standby for their photobooth so you could dress up in items from their new Everything but the Dress collection to get ready for your close up. Cleverly, they also thought to have a stylist on stand-by as well as serving drinks, so you lost your inhibitions but didn’t embarrass yourself. A truly winning combination. See photos from their booth here.
The Name’s Bond
Category: Most Enthusiastic London Street | Winner: Bond Street
This year’s Fashion’s Night Out was the biggest London had ever seen with Oxford Street, Regent Street, Carnaby Street and Covent Garden taking part, to name but a few locations.
However none went to as much effort as Old and New Bond Street, who closed the entire length of their road from Oxford Street down to Picadilly. Given that they’re round the corner from Vogue’s offices, perhaps they had more to prove. There were Fashion’s Night Out booths set up selling and customizing t-shirts and handing out free drinks from Starbucks as well as a make-shift stage set up with a host of singers performing.
Pimp My Ride
Category: Most Stylish Transport | Winner: Diptyque
One theme really popular this year was pimped out cars. Below (clockwise) is Hermes’ Bangle-Bowling horse-box, Bertie’s mini, a Fashion’s Night Out Routemaster, Diptyque’s custom Renault, a New York cab outside DKNY and a London cab outside Dior.
However, in a clear case of grand theft auto Diptyque stole the show with their adorable car. The fact they were handing out drawstring bags of samples may have helped make my decision. (Bribing judges is positively encouraged in this competition).
We’ve Got Spirit
Category: Best Indoor Event | Winner: Mulberry
A lot of stores were hosting parties and handing out nibbles, including Follie Follie (below right) and Daks, who had live models in the window (bottom right). However Mulberry’s festivities were unrivalled, with quintessential British food on offer both inside and outside (bottom left), face painting, manicures, free tote bags (tragically I didn’t get one), raffles, a DJ and an opportunity to have a professional photograph taken with their gorgeous Autumnal display (below left) with some gorgeous animal masks they had.
Definitely the place to be on FNO!
Category: Best Outdoor Event | Winner: Hermes
However by far my favourite event of the night was at Hermes. I’m not even sure they did anything for FNO last year so to see the effort they went to last week was extraordinary.
Hermes’ FNO entry on the Vogue London website had warned that there would be something horse-related outside their store that evening so, naturally, I assumed it would be a horse. Clearly that was too obvious but I did not expect to see a fully customized horse-box filled to the brim with Hermes goodybags and two ‘bangle-bowling’ stations set up where you had to bowl a bangle into a riding hat. However the girls supervising the event were lovely and, even if you didn’t manage to get a bangle into a hat (it was quite hard!) you still got a goody bag. For the record, I did manage 😉
The queue, as you can imagine, was enormous but whilst you waited you could admire the models (below right) showing the many ways to wear a Hermes scarf. The queue was also a good place for celeb-spotting and I caught Matthew Williamson and Pixie Geldof heading past in different directions.
Home Sweet Home
Category: Best Store Decoration | Winner: DKNY
DKNY had promised a glimpse inside DKNY PR Girl’s apartment but I did not expect her apartment to actually appear inside their Old Bond Street store! I guess she didn’t miss it that evening since she was out and about in FNO New York.
As well as shelves stocked with candy, to which one could help oneself, and copious amounts of alcohol being served by waiters (DKNY PR Girl sure lives in style) the tour of her apartment included a gorgeous bedroom, stylish office, walk-in wardrobe and a DJ booth. There was even a New York cab waiting outside so she never has to wait. It was the most fabulous apartment (all that was missing was rent-control, which I doubt exists on Old Bond Street) and with a giant Blackberry display in the corner Miss DKNY PR Girl herself checked in throughout the night.
Truly impressive! Now, when can I move in?
Through the Key Hole
Category: Best Prize Draw | Winner: Alexander McQueen
Whilst there were a number of raffles and prize draws taking place on the night, Alexander McQueen went to the greatest effort with their set-up. I had heard that Alexander McQueen would be handing out ‘keys’ with special codes to unlock on their specially-created FNO Alexander McQueen website but little did I imagine they were real keys. Ok, so ‘real’ as in plastic but they were still supercute and a really fun souvenir even if you didn’t win a prize.
Category: Best Window Display | Winner: Christian Louboutin
I absolutely adored Louboutin’s window display (below centre) on Mount Street with its Marie Antoinette style mannequin heads on which were perched – what else? – shoes!
An honourable mention must go to Net-A-Porter, however, with their virtual ‘Window Shop’ projected onto the side of a building (below top right). You could hold up an iPad and it would recognise the items on display and take you straight to the Net-A-Porter checkout. Mind-blowing!
Other nice touches from FNO London include the projections onto Juicy Couture’s Bruton Street (above top left) store and Jimmy Choo’s red carpet (above bottom right). I also snapped Johnny Borrell taking a break from DJing duties outside Juicy.
Category: Best Freebie | Winner: Marc Jacobs
Although it was a close call between Marc Jacobs and Hermes the American brand won out with its clown-print tote bags which contained two packets of their Minx nails collaboration. They had it in the bag!
Freebies (clockwise): Net-A-Porter t-shirt, Hermes goody bag with ‘knotting cards’ in presentation gift box and paper bangles, Marc Jacobs tote, Marc Jacobs Minx nails, DKNY candy and Alexander McQueen key.
And that brings us to the end of the FNO London awards – see you next year!