Little-known knitwear designer Mark Fast caused a stir at London Fashion Week when he decided to buck the 'size zero' trend and include a few curvier models (size 12-14) to showcase his creations. The controversial move resulted in his stylist and creative designer walking out just three days before the showing. On the flip side, his bold decision resulted in mass coverage of his new collection in the media.
HOW I SEE IT - JULIAN VOGEL, DIRECTOR, MODUS PUBLICITY
During London Fashion Week, the media are always looking for a popular story behind the outfits. While fashion editors promote the highs on the runway, news editors know stories about size sell papers and engage readers. Just look at the hundreds of comments posted on websites. Mark Fast is the hero in this story and his stylist is the 'villain'. I don't believe this was a stunt; it was a very brave and potentially high-risk move. Fast was part of the 'All Walks Beyond The Catwalk' initiative, which was set up to engage the fashion industry in a conversation about body image. Fast was clearly inspired and took the message on to the catwalk. This was fantastic PR for Fast. Not only will his name be better known, but he has widened his customer base and the potential size of his business - HIT.