Fashion designer Paul Smith has built a fashion empire, his business and reputation founded primarily upon his menswear. However, for the first time ever, Paul Smith is set to launch a store dedicated to womenswear next month. The shop will be situated in the prestigious Claridge’s Hotel. In keeping with the famous British hotel, the new store’s will mirror an Art Deco aesthetic, consisting of vertically striped pink walls, tiered tables and two Thirties Italian Murano glass chandeliers which will be set off by the building’s beautiful high ceilings. All those fashion junkies can expect a selection of catwalk pieces, shoes, bags and accessories, some of which will be exclusive to the store. Get ready ladies, Paul Smith, situated on 49 Brook Street will be gracing us with its presence mid-Septermber 2010.

“Youth is not just a question of age, it’s also a question of attitude” say Paul Smith and Evian.

The British designer designed a vibrant theme for the mineral water with a nod to the famous stripes.

On balance Evian offered us a youthful multi-coloured limited edition bottle. There were also five caps you could collect.

Based on glossy book ‘Gentlemen of Bacongo’, which celebrates Congolese ‘fashion-obsessed dandies’ known as sapeurs – Paul’s collection was vivid, vibrant and accompanied by a killer dancehall and ragga soundtrack.

Although the title of the book suggests this inspiration would be better suited to menswear – Paul used this look as a theme for the entire collection - with banker striped shirts worn as dresses, and tan suits consisting of waistcoasts, collars and ties. Add to this some pork pie hats, skinny ties and brogues, and the models were transformed into vibrantly coloured androgynous dandies.

We caught up with a very relaxed Paul Smith just before the show began, who explained to us that the collection was divided into menswear influenced pieces, and more feminine items. Dresses were carefully draped over the models – in earthy tones and tribal prints, with bras and bandeaus worn on the outside – which Paul suggest’s is what the girlfriends of these sapeur’s might wear!

And of course, a few of Paul Smith’s signature strips managed to sneak in too!

At a time when many markets are feeling the pinch, this week showed that fashion is stronger than ever.

For one whirlwind week in September, the whole city buzzed with excitement and there were smiles all round.

A far cry from the sombre mood of Autumn Winter ‘08, this London Fashion Week certainly kept its chin up. This was reflected in the trends, with bright pastels providing a breath of fresh air.

The week was buzzing with speculation over London’s schedule being cut to just four days in February. The ‘Daily’ cued a collective sigh of relief as it was announced that next year would run at five days.

PPQ kicked off the week with a playful collection of micro-shorts and mini dresses in bright sorbet colours. The front row was scattered with London’s brightest young things.

On Day Two we caught up with Paul Smith after his show at Claridges, where he told us that the credit crunch wasn’t denting his profits, and he was opening up new stores around the world.

On Day Three Erin O’Connor was holding court on the runway before the Christopher Kane show.

A real design highlight came from masters of print Basso and Brooke, on Day 4.
Their S/S collection showed intricate, origami inspired pattern cutting.

The grand-dame of British fashion Vivienne Westwood pulled in the A-list crowd on Thursday, everyone from Kate Moss to Pamela Anderson attended. Vivienne’s signature draping and tailoring was carried down the runway in style by familiar faces Alexa Chung, Daisy Lowe, and model of the moment Jourdan Dunn

The Issa show brought out the big guns backstage and front row. Pat McGrath did the makeup and Edward Enninful styled he show. The front row was peppered with princesses along with a posse of Delalls and English rose Rosamund Pike.

Naomi Campbell’s appearance on the runway stole the show and lent Daniella’s collection that extra-special something.

The Off schedule shows are such a big part of London Fashion Week, and shows like Steve J & Yoni P, Felder Felder and Qasimi represented what London is famous for, new and exciting design talent.

London showed that fashion’s spirits are far from crushed. Roll on February!!!

Todd Lynn spoke to us backstage after his fantastically received collection of women’s tailored pieces. While backstage we also had a chat with the lovely Maddy Platt who was sporting Todd Lynn herself, and Gary Powell of Dirty Pretty Things who did the music for the show.

Marios Schwab then presented a beautiful collection at the TOPSHOP venue. Precisely cut garments were accented by oversized soft copper bangles and ropes.

We spoke to the designer backstage, even though he was feeling a little ill! He talked to us about the aesthetic he’s developed over the years. Duffy did the hair, and told us backstage that ‘Marios absolutely killed it this season’.

Later in the afternoon we caught up with TV presenter Louise Roe for a spot of trend predicting and a run down on the shows so far. The finale of the day was Paul Smith, who showed a quintessentially British collection that gave a strong nod to the East.  Click here to watch our great backstage interview with Paul.