Is London Menswear Week going to "fall"?

London Men's Wear Week has quietly come to a close. At the moment we often say that Fashion Week is dead, but behind the bleak fashion week, even more worrying is the indifference of people. More and more international media arrived at the end of London Men's Week, and Pitti Uomo was their first show.

And those who participated in it, the feeling of a week is also tired and monotonous. Although this is normal for fashion people, there is nothing that can't be overcome after watching a few wonderful shows, but unfortunately the wonderful show is also very scarce. Many people simply skipped the whole day and didn't watch it. Others selectively picked a few shows worthy of participation. In addition, the expectations of A-COLD-WALL* are not satisfactory.

A-COLD-WALL * There are large reflective devices in the show. There are several swaying dancers in the two black pools on both sides. There is also a dog in the middle of the pool. The whole show model walks at half speed, from time to time. Looking back, this is undoubtedly a confusing show. Samuel Ross said that the show was dedicated to refugees, but the implications are hard to see.

But the highlights are still there, and Paria Farzaneh proved that the praise she received was not a false name. Farzaneh's concept of this show is very clear, and it is centered around people's obsession with mobile phones. The success of the show also proves that it may be best to express ideas in the simplest way.

The performance of two newcomers this week, Robin Lynch and Bethany Williams, is worthy of attention. Kiko Kostadinov, Nicholas Daley, Craig Green and Feng Chen Wang also performed very well. Another brand worth mentioning is STORY mfg. He held a pub quiz in a club and took the Lookbook.

It's a new way to keep the audience engaged, similar to the music scenes of Daley, Puma Blue, etc. They bring the show and the music scene back to the original – a small scene that pays more attention to intimacy than it is today The so-called "big show."

London Menswear Week has always tried to retain its famous designers or return to London with the most popular brands, but it is not wise to cover up the fact that the participants are less. A lot of KOL and celebrity support can only be a short-term strategy, because when people gradually recognize that these participants are not interested in anything other than exposure, the effect will be counterproductive.

The men's wear week Grace Wales Bonner, Martine Rose and JW Anderson are also frequented. The reasons behind this are different: GWB rescheduled the show to Women's Week, and JW Anderson went to Paris Fashion Week. This also led to some bleak starlight in this fashion week, to know that well-known designers are necessary to attract international media.

The Chinese e-commerce giant Jingdong sponsored the GQ Designer Fashion Fund, which seems to herald the future direction of London Menswear Week. Although the old-fashioned GQ in the UK may affect the sponsored designers, GQ has always favored the former between Kent & Curwen and Charles Jeffrey, but hopes that the fund can equally recognize the value of the latter.

Although the charm of London Menswear Week is still not comparable to Paris, I hope it can open up its own niche market. Compared to the old fashion houses in Paris, commercial brands in New York and Milan, London Menswear Week can take advantage of the current opportunities to reinvent themselves, rather than gradually getting into irrelevant situations. Only time will tell if this strategy is effective, but at least the current strategy does not bring considerable returns.