Fashion Week

My Fashion Month Diary

Creative Director, Sandra Choi, recalls her favourite moments from the busy whirlwind of Fashion Month.

That’s a wrap!

As fashion month comes to a close in Paris, I am glad to be back in my design studio in London. Travelling the fashion weeks from New York to Milan via London over the past month has been extraordinarily rewarding, if not hectic. It has been a whirlwind month of many memorable moments!


As we continued to celebrate the brand’s 20th anniversary, I couldn’t think of a better time and place to have introduced the AW16 music video than at NYFW.

As soon as I landed in New York, I headed over to our venue space at the fashionable Meatpacking district to check over some final details for our event, whilst juggling a Hollywood Reporter interview and checking on my kids back at home.

Simultaneously, preparations were in full swing at Le Cou Cou, for the W Magazine ‘IT’ Girl luncheon I was co-hosting with the talented Lynn Hirschberg.

While the excitement and buzz was still new and at its peak, we brought our very special Autumn Winter campaign to NYC. Unveiling the music video alongside Amber Valletta, Sasha Pivovarova and the other models, was a night to remember.

On the final night of NYFW, I co-hosted our 20th Anniversary dinner with the charming Lucy Yeomans of Net-A-Porter. It was the perfect end to an unforgettably stylish week.


Back in London, in between breakfast and numerous press and design appointments, there’s never any time to rest. And before I knew it, it was the last day of LFW. And what better way to end LFW than to host a chic and quintessentially British afternoon tea at The Berkeley: before one final dance at the LFW closing party!


Keeping true to the city – LFW was FUN and dutifully paved the way for the culturally rich and aesthetically pleasing Milan - one of my favourite cities!

Milan has always been action-packed – from presenting the latest SS17 collection and a store re-opening to press interviews and dinners. The city never fails to disappoint.

…and suddenly in the blink of an eye, it's over as soon as it began and it's time to head home and see my girls.