YOJI photographs Street Style at London Fashion Week
London is the cradle of the creative world. With trusted Leica in hand, YOJI captured the best looks from London Fashion Week's street style. LFW is a clothing trade show that takes place in London twice a year, in February and September.
It is the first of the four global fashion weeks open to the public to be part of. Celebrated for its international appeal and being a magnet for innovation and discovery where creativity from progressive designers presents new work and compelling stories about sustainability and ethics driving the industry today while looking to the future.
Then there is the London Fashion Week street style with a lure all its own seen all around London.
Showcasing over 250 designers to a global audience of influential media and retailers, London Fashion Week is one of the "Big Four" fashion weeks, along with the New York, Milan and Paris.
The pull of London on a global scale is undeniable. The UK continues to be an attractive and fertile home for an array of designer businesses of any size.
The international element of the showrooms illustrates that the doors to London are truly open, with designers showcasing from countries including Austria, China, Germany, Italy, South Korea and United States.
Showcasing within the LFW Designer Showrooms allows brands to develop relationships with globally influential stores and helps to increase their exposure to top international journalists, publications and stylists.
YOJI (pictured below) is based in the UK where she is currently working on an independent-study project about street style.
"Street style plays by different rules, or let's say, there are no rules or prejudice when it comes to self expression and dressing up."