London Fashion Week/ Autumn Apartment Booklet

116 Pages·2016·4.78 MB·English

2016
AU T UMN APĀ RTM EN T
London
9TH EDITION THE APĀRTMENT
LFW: september 16th to 20th 01 ZERO ONE
SPECIAL: september 22nd to 30th hopkins st, w1f 0HS
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A NOTE FROM OUR
F O U N D E R
Abisola Omole
Well here we are, the 9th London time last year, some still couldn’t
Fashion Week Apārtment. I’m understand what exactly a blogger
always amazed at how fast Fashion does. It’s exciting to see where it’ll
Month comes and also how different all go, and here at The Apārtment
each season can be and not just we’re going to always try to be
from an “Apārtment” perspective progressive & experimental with
but even generally as an industry. the things we do; So stick with us,
We’ve seen influencers reach new 'cause we’re bound to have loads
highs; we’ve seen even more brands more fun in & out of Fashion Week.
focusing their energy when this
CEO & Founder of The ApĀrtment

[email protected]

instagram.com/abimarvel
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WWW.THEAPTMT.COM
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AUTUMN APĀRTMENT
Contents
8 115
tips from the ceo Contact
A few thoughts and insights from Abisola Omole, Get in touch with us and find all our social details via
founder and CEO of The Apārtment. our Contact page.
areas
information
Main/Social Space 18
The Details 6
Beauty Studio 28
Overall Schedule 10
Beauty Pantry 34
Day-to-Day Schedule 12
The Showroom 38
Social Directory (LFW) 76
The Atelier 52
Social Directory (Special) 111
Apārtment Cafe 54
The Concept Room 72
86
The Courtyard 73
The Desks 74
The Studio 75
special
The Details 80
Day-to-Day Schedule 82
Organic Beauty Week 8 8
The Apārtment General Store 9 8
TAGS Cafe 1 0 0
Feel Super Salon 102
Apārtment Cafe 104
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lfw apĀrtment
The Details
As always we encourage you to explore the space & in true Apārtment tradition,
we have a lot of exciting new additions. We are back at Zero One for our third
LFW season, if this is your first time visiting, the outside of the building is quite
inconspicuous so don’t worry, you are in the right place! To gain access simply
press the buzzer and the door will be released. Once inside head downstairs, then
through the courtyard, to our entrance, where we’ll sign you in.
Remember The Apārtment is strictly invite-only, however, if you think we’ve
missed someone who really should be here, drop us an email prior to LFW with
their details and we’ll see what we can do.
The Apārtment cafe is the perfect spot for a quick catch up or meeting over
coffee, so if you would like to use the cafe for a meeting, please let us know so
that we can add your guest to a temporary list for the designated time.
Our private workspaces are back, where you can get down to some work, free
from distractions, so is the photo/video studio. So please let us know if you
would like to book a slot & if you require a photographer. We’re continuing our
partnership with the Comb app (we love those guys) which means you can book
their photographers out for shoots throughout the week, just remember to always
tag them (as well as us, obvs) in any shots that they’ve taken of you, it’s a must
guys!
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01 ZERO ONE
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HOPKINS ST
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LONDON
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With all that's happening in the industry, I thought i'd share a few of
my tips.. Ok so numero uno, remaining humble; it’s very easy to get
wrapped up in the free trips, clothes and experiences and become a diva;
o
in short, just try not to. It’s not great to witness people being ungrateful
e
or spoilt, we’re all adults, lets stay aim to stay chill and remember, just as
c
you have a black list for brands, they have a black list for influencers.
e
h
Number 2, deliver high quality content; you’re probably like “well
t
duh” & that’s fine but just don't forget it. If brands are investing their

money into your blog/social platforms, just like any investment anyone
m
makes, they’re going to be expecting a pretty sweet return; now it may
o not always be in statistics, which is fine but you better make sure that
r the quality of your content is on point and never something that can be
f questioned.

s
p
Alright, number 3, professionalism; it’s very easy for some of us to say
i
“well I never expected this to happen” or “I just love to write about my
t
style”; that’s cool & not a problem, but the moment you start accepting
work & money, guess what? It’s not just a hobby anymore guys; we need
to respect the fact that all that we do is a business now and just as you
would expect respect & a great service from anything you pay for, that’s
exactly how you should think about your relationship with brands.
Let’s cut out all of the drama and focus on the amazing content that you
guys produce; it really blows my mind seeing the cool pictures, witty
commentary and engaging videos that are produced and I don’t question
those aspects for a second, I guess I’m just a little embarrassed when I
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hear stories of what some influencers do, whether it be pulling out of
projects or trips last minute for no good reason or not delivering content
remotely close to on time or copying another influencers blog layout;
because professionalism isn’t just influencer to brand, it applies to, peer
to peer relationships too. So let’s just give all that a rest, yeah? Awesome!
Now my final point (you still with me?) Skill development. Some crazy
hacker somehow managed to shut down Facebook, Google & Verizon
ergo EVERYTHING ONLINE, so we’re talking Instagram, Youtube,
Tumblr etc. What would you do? Now sure, you may say a) thats never
gonna happen or b) I don’t deal in hypotheticals which is cool, but just
humour me, what other skills do you have that you can transfer into
another line of work should this not work out, or you lose interest,
or dare I say it, the world loses interest in you (yes, a shocker, I went
there). If the world progresses and no longer wants the current typical
blogger photos, I don’t need to tell you, you know what they are, what
would happen to you? Our industry is progressing and new but we don't
really have a previous format to look at to compare ourselves too. Sure
some people say we could look at magazines but I don't think they’re
necessarily the best indication of the future of digital creators. Anyway,
i’m going off point; just ensure you’re always working hard to develop
new skills & contacts outside of what you already know & have, I can’t
tell you how valuable it’s going to be for you!
So there you go, some of my thoughts & pieces of advice. Listen to them,
don’t listen to them at least you can’t say nobody ever told you..
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9am - 11am
Breakfast by
Aubaine
AUTUMN APĀRTMENT
9am
OVERALL SCHEDULE
Open
beauty treatments from 9am to 5:30pm
8pm
Close
1100