Better together

Collective Showroom Concept The Fashion Huddle Made Its Debut This Season Showcasing 76 International Collections Under One Roof

Last month 13 UK-based fashion agencies came together to form The Fashion Huddle – a collaborative showcase of 76 international collections in one venue. Taking place at Hammersmith’s Huddle for six weeks, fashion buyers were able to browse AW23 collections from leading agents including Apt Collections, White Wolf Agency, Extravagance Agency, Matrix Fashions, Janet Thurston Agency and Richmond Boutique Brands.

T he Brand Ambassadors founder Lucy Walsh, who was the driving force behind the joint showroom concept, says she wanted to create an extended trade show that benefitted both agents and buyers: “Bringing lots of agencies together under one roof seemed like such an obvious thing to do,” she explains. “Our opening coincided with Pure London, so we provided free transport from Olympia and buyers loved that they could be with us within five minutes. By presenting so many amazing brands we created a destination and we’ll definitely be joining forces again next season.”

Attending buyers said they were impressed with the venue and inspiring line-up. “The Huddle was a lovely venue for so many agents to show their collections and perfectly located for buyers visiting Pure,” says Sunday Best’s Jan Shutt. “As a buyer, I would certainly hope the agents do this again as it made buying so much easier with such a great mix of collections.” Jules B co-owner Rhona Blades agreed, adding: “The Fashion Huddle included a great group of agents coming together under one roof. Buyers could browse easily in a great location, it’s a must-visit event.”

Joanna Edwards, founder of the Joanna Edwards Agency, called the collective “a concept for the future.” She says: “The Fashion Huddle worked so well for our busy buyers as they could see so many quality brands in one venue. We had buyers visiting over a few days as there was so many of us to see. Our plan is to make the buying experience a pleasure with a little fun thrown in.”

A riane Kaiser, founder of the eponymous fashion agency, is equally enthusiastic about taking part again next season: “Showing together was a great experience - i t was a lovely conglomerate of brands and agents in a very friendly and openminded atmosphere,” she says. “Obviously you can’t please everyone, but the overall feedback from buyers was very positive.”

T he Fashion Huddle will take place in London again this summer, venue and dates TBC. Follow @the_fashion_huddle on Instagram for updates.