fashionUK

The Organisers

Throughout Alternative Fashion Week, one woman picks up a mop and bucket and meticulously washes the stage in preparation for the day's show. Maggie Pinhorn is the director of Alternative Arts (the organisation responsible for launching AFW five years ago) and no stranger to hard graft. "I don't mind doing the mopping-up," she beams. "It's part of the ethic of the event that everyone mucks in and helps out." This feeling of co-operation of evident everywhere at the show - from the volunteers who rattle the collection tins raising money for London Lighthouse each day, to the vibe backstage between the designers. "It costs designers thousands of pounds to stage a catwalk show, but here we give them a platform to show their work to the press and public for free."

Alternative Arts welcomes applications from designers of all ages and experiences. The only criteria for showing is original ideas. "They do not have to be fettered by commercial concerns, all you have to do is put across your ideas. We are looking at this as an art form." Unlike London Fashion Week, where competition between the designers and models is fierce, Alternative Fashion Week adopts a co-operative approach. "Our message is to people that it doesn't have to be competitive, we can work together and achieve something like this. The key is economics - there isn't an awful lot of money involved here and it is money that is the root of that particular type of evil. We are non-capitalist, non-commercial and we are showing the flip side of fashion." Fair enough!

For the first time ever, this year's AFW has attracted a major sponsor. Salon Selectives have been on site throughout the week, providing the audience with free samples and dishing out hair care advice from their stall. Nicky from Red Rooster PR has been playing Mother Christmas by distributing goody bags. "Salon Selectives wanted to get involved with the event because it's young, innovative and promoting new designers." It's Nicky's job (along with her dedicated team-mates) to make people aware of Salon Selective's involvement "without detracting from the fact that it is Alternative Fashion Week - so we've been giving out goody bags with free samples, postcards and product information and also on our stall we've had a lucky dip for when people make a donation to London Lighthouse." The key to the success of the sponsorship relationship is the full-on involvement of the staff and their commitment to the event.

The Ab Fab 4 provide the musical accompaniment to each day's show. Band member Jerry Hunt explains that the band comes together each year specifically to do Alternative Fashion Week. While the band always meets with the designers to discuss their requirements, their playing is "totally unrehearsed. "Sometimes they might have six models but the collection lasts for ten minutes. Others might have ten models but be on and off stage within two - so we keep our eyes and ears open throughout."

The huge media interest in this year's event has meant more work for the press officers. Sian from Red Rooster PR has been working on the press stand all week looking after the dozens of fashion journalists, TV crews and photographers who come each day. Once you've signed the daily press register, Sian ensures you have a press pack, seating and photographic or filming access. "Everyone has been really interested in what's going on, so the press have been very friendly and easy to deal with. Loads have been back day after day!" Everyone is dealt with on a first come first served basis, so the earlier you get there, the better seat and photographic position you get!