The Apartment @ LFW

London Fashion Week is a bit of an assault on the senses. It’s a survival course, and only the best prepared thrive. You start the days feeling smugly perky, and then as time goes on, you find your laptop and DSLR getting heavier and heavier, your feet starting to hurt, your head pounding from the music and camera flashes in the show space, your hands starting to shake from the revolting amount of Vitamin Water and coffee you’ve consumed. Normal eating habits go out of the window. It isn’t that no one eats – more that when food does appear, it’s pounced on by a pack of ravenous press.

I love it, but it exhausts me. I often find myself wanting a haven where I can unwind a bit, have a nice chat with other bloggers, and…regroup a bit, really, to use a horrible American phrase. Enter the Apartment, stage left. Created by blogger Abi Marvel (and she really is a marvel), the Apartment rolls into town during LFW to provide a space for bloggers to learn more about a variety of brands, to network with each other, to sit on a sofa and watch Friends, and most importantly to EAT FOOD.

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The Apartment is a fantastic, creative concept that just happens to be a heaven for bloggers. I enjoyed getting an insight into different brands that I wouldn’t have otherwise had – for example, I got to grill a lovely chap called Ian about the exciting new Windows products on the market. I’m a bit fed up with Apple so it was great to actually get hands-on with the products in a completely unpressurised environment.

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Other things: I got to try on a beautiful Baume & Mercier watch, see Rimmel’s new product range, have my hair jooshed by the boys from John Frieda (we deliberated over how to spell joosh for hashtagging purposes). I munched on striped meringues and a deconstructed bannoffee pie from Leon, lusted after shoes from Russell & Bromley, learned about a great blogging service called Reward Style, and met some absolutely charming people, including Abi herself. I’m in awe of the girl – just 20, balancing studies with work with being a crazily busy entrepreneur, AND a lovely person to boot.

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Something that really captured the attention of guests was, perhaps surprisingly, the stack of jewellery from Claire’s. I haven’t stepped foot in Claire’s since I was about 15 and nursing a horrible little penchant for neo-gothic jewellery. Needless to say, it wasn’t my most sartorially brilliant hour. But seeing a collection of the jewels at The Apartment was brilliant – Claire’s have some great stuff! We were encouraged to pile on a stack of the jewellery, and the most overused phrase of the day was ‘I can’t BELIEVE this is from Claire’s’. I loaded up on spiked bracelets and statement chain necklaces, and I’ll definitely be heading in to a branch next time I pass one.

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Abi has created something fun, vibrant and welcoming to bloggers, and something especially perfect for newbies to fashion week, as it provides a cosy home for the week. It felt like popping around to a friend’s house and lazing about eating yummy pizza and while lolling on comfy sofas, a very welcome relief from the high pressure environment of the week. My congratulations go to Abi for a successful project and a great fun adventure for weary bloggers. Thanks Abi for letting me come along and get stuck in! It was my highlight of the week.

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