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Olivia Rubin - Olivia Rubin

"We are looking to bring a new Olivia Rubin ‘personalisation’ service to VLFW which I’m really excited about-I won’t give too much away otherwise it won’t be exclusive!"

Sophie Williams

"From the last one I bought a Malene Birger crisp white cotton shirt, and a single gold bangle from Maria Francesca Pepe, there was more..." Find out Sophie William's favourite places in London and why she loves London style.

Hermione - Hermione de Paula
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1. What are you wearing today?
Today I am wearing an HDEP oversized jersey t-shirt with our best selling SS12 print in foxglove fantasy– I literally can’t take it off so comfortable and perfect for studio, I’m wearing with my favourite platform lace up booties and a vintage kimono. We’ll have some exclusive prints in the jersey styles for the boutique at Somerset House.

2. What is your favourite item bought from past Vodafone London Fashion weekends?
I don’t get very much chance to shop during LFW, but I’ll look forward to checking out the new pop up shop this season for sure.

3. What is your essential accessory?
I am never without my high heels, my three dogs, and my treasured jewellery, which I have inherited from my grandmother, one of the rings has a different stone for every year she was married to my grandfather.

4. Whose style do you admire?
Anna della Russo, Daphne Guinness, and I love Fan Bing Bing for her red carpet glamour

5. What is the best part of your job?
The creativity and freedom to pave your own career path is amazing, and working from my amazing work live studio which has a floral roof garden.

6. What do you do on your day off?
Walk the dogs, hang out with my friends – I love BBQ’s in the sun, when I have a few days to spare I love heading to the countryside for an adventure.

7. What is your ultimate Guilty Pleasure?
Swan pedalo rides with a colorful cocktail in hand!

8. Where is your favourite place in London?
I recently found out about the conservatory at the barbican – who knew? An amazing tropical oasis hidden away, I’d love to hold an event or show there one day…

10. What do you love about London Style?
It always has a bit of a twist, part of my brand philosophy is English heritage and craftsmanship and I love the English eccentrics!

11. Sum up Vodafone London Fashion Weekend in 10 words
Can I use just three??! Shop shop shop

Fee Drummond - Lotus London
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1. What are you wearing today?
MIH jeans, a Chinti & Parker vest & a Lotus London cashmere jumper

2. What is your favourite item bought from past Vodafone London Fashion weekends?
Crumpet cashmere and Melissa Odabash bikinis that work perfectly with Lotus London’s kaftans.

3. What is your essential accessory?
Good shoes and good handbag – then you can get away with the rest.

4. What new feature are you most looking forward to at Vodafone London Fashion Weekend?
There is always something new to discover, and the mix is always fresh and interesting.

5. Whose style do you admire?
Queen Rania of Jordan

6. What is the best part of your job?
The travel and creative aspect, although there is never enough time for that!

7. What do you do on your day off?
I live in the new forest and on the solent so weekends are spent going for walks, eating good long lunches with lots of seafood, feeding the chickens with my little boy and collecting blueberries.

8. What is your ultimate Guilty Pleasure?
I am addicted to cake, and actually find baking relaxing – plus the smell in the house is delicious.

9. Where is your favourite place in London?
The river – Lotus London’s office is by it, and without the Thames London would be so stifled and grey.

10. What do you love about London Style?
London’s ultimate style is innovative and quirky whilst still being chic.

11. Sum up Vodafone London Fashion Weekend in 10 words
Love fashion, love shopping, love designer discounts - then get there !

Amber Atherton - My Flash Trash
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1. What are you wearing today?
Today I've got on my favourite Bling Deenie Hoop Earrings and lots of Silver Service Rings. Im also wearing clothes! A floor length pastel skirt by Finders Keepers with a big flamingo Markus Lupfer Jumper thrown on top and some very comfy Jeffery Campbell shoes I found in Oxygen Boutique.

2. What is your essential accessory?
I feel so boring without jewellery. Even the most delicate ring just adds an element of personality to your wardrobe. Estella Bartlett's star necklace £15 is my current signature piece.

3. What new feature are you most looking forward to at Vodafone London Fashion Weekend?
The panel talks Im hosting with bloggers, stylists and Fashion Industry Insiders. Fun debates shall be had.

4. Whose style do you admire?
Caroline Issa is just consistently immaculate.

5. What is the best part of your job?
Discovering the most amazing new jewellery designers, building friendships with them and sharing their designs with the world.

6. What do you do on your day off?
Have a spontaneous adventure. Anything from escaping to Venice for the weekend to baking banana bread or running off to the country side to catch up on all my favourite blogs.

7. What is your ultimate Guilty Pleasure?
Is it just totally cliche to say Chocolate? Prestat Truffles are just the ultimate. I want them right now!

8. Where is your favourite place in London?
My new favourite place changes every week! Right now its Charlotte Place a little alley off Tottenham Court Road with the sweetest restaurants- oh so romantic. I go with my friend who studies Womenswear at St Martins and we wine and dine each other like we're on a rotating cycle of first dates!.

9. What do you love about London Style?
Its so confident! Big, Eclectic Jewellery, colour, embellishment and graphic prints. Mixed with a heritage edge. Its trend-setting and inspiring.

11. Sum up Vodafone London Fashion Weekend in 10 words<br/ >Front Row Fun with Rad Designers, Shopping & your BFFS!!

Rachel Hevey - Attiqueue
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1. What are you wearing today?
I'm wearing some leather leggings a vintage band tshirt, an Attiqueue fox fur gillet and a bowler hat from Portobello market.

2. What is your favourite item bought from past Vodafone London Fashion weekends?
I wish I had more time to shop here! I bought a beautiful Jaeger lose knit cable jumper and an amazing cheap Muubi leather waistcoat, I really like seeing the up and coming designers such as NFD

3. What is your essential accessory?
My kat&bee daysayani or graha ring.

4. What new feature are you most looking forward to at Vodafone London Fashion Weekend?
Wow this is hard! I always way lots of big sliver rings and the Atiqueue reversible fur hood seems to go with everything I own!

5. Whose style do you admire?
I love the surprise when I get into London Fashion Weekend to really explore how they have pushed themselves, it gets better every year!

6. What is the best part of your job?
I am a bit of a goth at heart so Black Sabbath and any 80s rock bands mixed with some vintage and the I'm loving the Marykate & Ashley's' The Row this season.

7. What do you do on your day off?
Coming up with new designs using vintage furs, It is always a challenge to get the right cut but when it works and you see it on the models its so satisfying.

8. What is your ultimate Guilty Pleasure?
I always look for something new to do as theres so much doing on in london but I usually spend my time off drinking wine with friends

9. Where is your favourite place in London?
Portobello market is always worth a visit or if I'm in Hackney around victory park.

10. What do you love about London Style?
In London nobody is scared to express them selves and dress up! The style here is the most individual I've seen in the world.

11. Sum up Vodafone London Fashion Weekend in 10 words
Designer shopping with lots of bargains and an amazing day out!

Wendy Pickard - The Branch
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1. What are you wearing today?
Today I am wearing my favourite J Brand jeans with a Sass and Bide T shirt from last year, a pair of vintage sandals and The Branch Cherry Quartz stone cluster cuff and Cherry Quartz Stone necklace (2 of my favourite pieces from our new AW/12 collection)

2. What is your favourite item bought from past Vodafone London Fashion weekends?
I bought a gorgeous Jane Carr scarf which I haven’t stopped wearing. I love the fun colours and prints of their designs.

3. What is your essential accessory?
I am a real wrist wear fanatic and love mixing and matching different bangles and cuff from our collection. You can normally hear me coming from the clunk!

4. What new feature are you most looking forward to at Vodafone London Fashion Weekend?
I am really looking forward to The Shoe Room. I am obsessed with shoes... it makes my mouth water just thinking about it.

5. Whose style do you admire?
I love Alexa Chung... in my eyes she is an unrivalled British Style Icon. She always manages beautifully pulled together looks without trying too hard. She stays ahead of trends and adds her own effortlessly chic twist to any outfit

6. What is the best part of your job?
For me it’s seeing a collection come together. I find the whole design process exhilarating, seeing something that starts from a flash of an idea in my mind, to a scribble on a piece of paper turn into a beautiful piece that people enjoy for years is extremely rewarding.

7. What do you do on your day off?
My day off is time hang out with my gorgeous husband and two beautiful little girls. Sundays are my favourite day of the week. They start with a yummy breakfast cooked my husband, a pot of tea and the Sunday supplements and then maybe a walk to the forest near our house, maybe stop off in the village pub garden for a drink on the way home and then a gorgeous roast dinner (Also cooked by my husband... I’m a very lucky lady) Sundays are family time, time to re-charge and enjoy each other.

8. What is your ultimate Guilty Pleasure?
Listening to Journey very loud.... air guitar included!

9. Where is your favourite place in London?
I love Hampstead Heath. When I lived in London I would often head up there to blow the cobwebs away. I think it’s important when you live in a busy city to find somewhere to escape from the madness for a while, I’d love to sit and look out over the city from Hampstead and gather my thoughts. It’s a beautiful oasis.

10. What do you love about London Style?
Most of all I love the Experimental and edginess of London style. I also think that the massive cultural mix of London really plays an important part and I find this really refreshing.

11. Sum up Vodafone London Fashion Weekend in 10 words
A mouth watering, bargain hunting, fun, fashion day out.

Check out The Branch
in Accessory Designers

Sabiha Datoo - Fashion Press Officer, Almost Famous
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1. What are you wearing today?
I am wearing Printed Skirt Dress in pink and nude from the Almost Famous SS12 collection with Beatrice Ong heels and too much jewellery.

2. What is your favourite item bought from past Vodafone London Fashion weekends?
A nude and cobalt blue beaded shift dress by By Malene Birger – it’s a stunner!

3. What is your essential accessory?
A beautiful handbag and a decent attitude.

4. What new feature are you most looking forward to at Vodafone London Fashion Weekend?
The new digital magazine The Edit sounds like an exciting new medium.

5. Whose style do you admire?
Audrey Hepburn and Gwen Stefani – mixed together =)

6. What is the best part of your job?
The fact that no two days are the same, you could be in Paris and back at your desk in 12hours having seen the most amazing sights in that time.

7. What do you do on your day off?
Start the day with yoga and then depending on the weather and who’s around it usually involves food and laughs!

8. What is your ultimate Guilty Pleasure?
Gold jewellery – it’s becoming a little unhealthy now

9. Where is your favourite place in London?
Berwick Street for all it’s fabric and trimming shops and The Long Bar at The Sanderson Hotel. In that order.

10. What do you love about London Style?
Its so unique every corner you turn; and I love the fearlessness about Londoners when it comes to being themselves.

11. Sum up Vodafone London Fashion Weekend in 10 words
The place where the impossible fashion becomes truly possible.

Sophie - Gushlow & Cole
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1. What are you wearing today?
I'm wearing an animal print dress from Urban Outfitters teamed with some bright yellow Rupert Sanderson T bar heels and a chunky Vivienne Westwood dragon necklace.

2. What is your favourite item bought from past Vodafone London Fashion weekends?
A gorgeous cream Elizebath Lau mac with heart shape buttons down the front.

3. What is your essential accessory?
It has to be scarves of all kind, and in the winter sheepskin scarfs (of course a Gushlow & Cole sheepskin scarf!)

4. What new feature are you most looking forward to at Vodafone London Fashion Weekend?
We are looking forward to seeing the esthetica boutique in the West wing.

5. Whose style do you admire?
The queen! She always looks great, and Paloma faith.

6. What is the best part of your job?
Going to Paris for the amazing trade shows and seeing all the new collections.

7. What do you do on your day off?
Swim, go to music gigs, go for drinks and dinner with friends and find unusual places in London

8. What is your ultimate Guilty Pleasure?
Rococo scorched almonds, whilst sitting in bed!

9. Where is your favourite place in London?
The Sunday Upper Market

10. What do you love about London Style?
We love the way that styles are influenced by different cultures and everyone looks so unique!

11. Sum up Vodafone London Fashion Weekend in 10 words
Fabulous designers in a beautiful setting, all for amazing prices!

Linnéa Götstav - Renaissance Life
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1. What are you wearing today?
A black dress and my Year 1963 ring and Year 2012 wing necklace.

2. What is your favourite item bought from past Vodafone London Fashion weekends?
Have never been…that’s why it will be even more exciting to join this year. Normally I am usually exhausted after London Fashion Week (the week before) and all work behind creating the new collection.

3. What is your essential accessory?
My big black bag.

4. What new feature are you most looking forward to at Vodafone London Fashion Weekend?
The designer highlight show and that Renaissance Life will be at the exhibition for the first time…

5. Whose style do you admire?
I think all the celeb girls that have requested Renaissance Life jewellery have a eye for fashion and style, for example Alexa Chung, Ellen Macpherson and Jessie J.

6. What is the best part of your job?
The artistic freedom, for sure.

7. What do you do on your day off?
Love, Dream and write…I love the ocean and the best thing I know is either to surf or sail with my best friends in Sweden.

8. What is your ultimate Guilty Pleasure?
I have no guilty pleasure… My philosophy is that life should be lived in freedom without guilt.

9. Where is your favourite place in London?
At the moment it’s Hoxton. But I also love walking in Primrose Hill and sunbath on a hidden almost secret rooftop.

10. What do you love about London Style?
I love that the London style has no boundaries… Everything is acceptable in a kind of strange way. The influences of music, art and the forbidden are so visual and emotional.

11. Sum up Vodafone London Fashion Weekend in 10 words
A fantastic eccentric fashion happening, where designers and fashionistas meet!

Check out Renaissance Life in Accessory Designers

In addition to our SS13 'Trend' shows, this season styled by the legendary Hilary Alexander, we will also presenting 6 NEW 'Designer Highlight' shows, featuring some of our best British brands including Issa London, Twenty8Twelve, ALICE by Temperley, Louise Gray and Zoe Jordan

Following a hugely successful launch at last September’s event, the Events Schedule in the Vodafone Lounge returns, hosted by Angela Scanlon. Get ready for more expert fashion talks, celebrity interviews, beauty master classes and much more. See the website for programme details. All events are free of charge.

Get your hands on this spring/summer's hottest luxury tote bag designed by that best of British accessories label designer Radley, who will also have their own pop up store at the Show. Purchase your bag via the event website. Limited availability.

The LUXE Ticket - our most exclusive fashion experience ever. Front row luxury of our private Luxe Lounge with cocktails & canapés, style talks hosted by Nick Ede, private till point and exclusive pop-up shop. Limited availability.

It's back bigger and better than ever before and packed full with more top designer brands including Tata Naka, Liz Black, J.JS Lee, The Cambridge Satchel Company, Kat Maconie and many more.

The Shoe Room is back featuring designers such as Finsk, French Sole, Sam Endleman, Gandys and many more