#ready-to-wear

#ready-to-wear

London fashion has leant too much into being theatrical. Drama is great, but style is a huge piece of why we buy fashion, said Mario Arena, the creative director of Joseph, at its first catwalk show in eight years. Arena has a subversive idea to re-energise London fashion week. More polish, less pantomime: clothes that sell, rather than clothes that scream. Buyers will say they come to London for innovation,