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Article: Exclusive interview with London Fashion Week's Yasmin Coke


Exclusive interview with London Fashion Week's Yasmin Coke

London Fashion Week starts tomorrow, and with so many shows to see, trends to follow and FROWers to spot, the official newspaper for the week, The Daily, is your one-stop print pal and is sure to get you through the five whirlwind days in style. Dubbed the voice of LFW,

The Daily is the most fashionable of newspapers and is produced live each season at Somerset House, the home of LFW. It's filled with exclusive news straight from the fashion front-line, seasonal style tips, designer interviews and street snaps from a range of the UK's best fashion writers and photographers. Team LBD caught up with its web editor Yasmin Coke to chat designers and deadlines…

How did you get involved with The Daily?

I was The Daily's Editorial Assistant for a season and absolutely loved the experience. I was lucky enough for the role to develop and now I'm really enjoying being The Daily's Web Editor.

Describe an average day working for The Daily during LFW. The day usually starts at 7am and I make sure all of the website's pre-content is ready to upload whilst eating breakfast [courtesy of M&S who fuel The Daily team during the week!]. Then it varies from joining the team of writers and attending the shows, meeting copy deadlines for the website and the newspaper, interviewing designers and assisting in the production office. We don't go to print until midnight so it's a really busy day up until every single page has been sent to the printers. Nothing beats seeing copies of the newspaper being read in and around Somerset House and on the front row.

Do you have a favourite LFW memory? I was totally mesmerised by Erdem's S/S 11 collection. The collection was just beautiful and I'm partial to a flowery frock so wanted absolutely every piece that I saw go down the runway. I'll also never forget my first ever show. It was PPQ and the last show of the day. As soon as the lights went up and the models hit the runway, I was overwhelmed.

What's your favourite thing about being a part of The Daily and LFW?

I love working with such a talented team and I love the excitement that comes with every new season.

And the worst part of working during LFW? The last few minutes before our print deadline are always tense, but it's a wonderful feeling when the newspaper is complete and ready to go to print. The adrenaline kicks in and it becomes more exciting than scary. Actually, it's not really a ‘worst bit'... I quite enjoy that part really!

Which shows are you most looking forward to?

There is so much to look forward to in London, especially with such a focus on the city this season for the Olympics. It's exciting that we have Stella McCartney and McQ on the schedule and I always love to see Erdem, Mary Katrantzou and Mulberry's collections. There is just so much creativity in London and I'm looking forward to seeing what each and every designer will come up with.

Any ‘ones to watch' in the world of designer evening wear?

Roksanda for her bold colours and cool drapery and also Antonio Berardi, Jonathan Saunders, Mary Katrantzou and PPQ for a great party outfit…the list could go on. The exhibition is also a great way of discovering new talent.

What will you be wearing to the shows?

Printed dresses, pastel jumpers, my trusty pair of Topshop ankle boots and my Burberry trench if we have any rainy days. There isn't really much time to think about outfits in the lead up to the week so I'll probably throw on the first thing I see that day and go with it. As we're working such long hours it's a good thing to be comfortable too.

What does the little black dress mean to you? The LBD is a complete fail-safe. It's what I reach towards for last minute glamour or for days when just nothing else will do. Dressed up or down you know it's a piece that can suit all occasions. It's always plan B for when plan A doesn't quite work – I can't count the number of times a LBD has saved me from a nightmare wardrobe situation.

Who is your LBD icon?

It has to be Coco Chanel or Audrey Hepburn. But so many people wear the LBD so well that it's hard to choose a current icon!

Who is the best dressed celeb or FROWer you've seen whilst working for The Daily?

Fashion week is fascinating and there are so many amazing outfits that it's hard to say. I love The Daily's people pages for discovering great style and I love seeing new season pieces on the front row. Susie Lau of Style Bubble always creates a great edit from the exhibition for our Susie Styles It feature in the newspaper and I'm looking forward to seeing the pieces she pulls this season. 

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