The first clue on Wednesday night that the Giles Deacon show was about to undergo a big change was the glam photo of quintuple Grammy-winning Amy Winehouse on the All Access Pass. Continuing on this tack, his tiny, usually sparse, white showspace had been converted into a dark disco chamber, with disco balls hanging every which way, leaving showgoers (who included Lily Allen and Bee Shaffer) bathed in white polkadots.
His collection was mixture of mini puffa jackets, blinged-out high heels, suede-fringed dresses and others with typically Giles intricate construction. With all this effort, Giles seemed determined to get the biggest bang for his buck. For the first time, he put on two shows to meet growing demand to take part in what has become one of the most highly anticipated events on the London Fashion Week calendar.
So, why the change?
Perhaps its all that time he has been spending in Milan (showing for Daks and preparing for a new collaboration with Fay), where the two-show strategy is commonly used.
Giles explained to The Business of Fashion that he wanted more people to be able to see the show, but didn't want move the show away from the Rochelle School in East London, which also houses his studio. "It's home," he said. "And having done it tonight, I would do it again."
It also made it a lot easier for Giles' team to get the clothes back to his studio right away to get the after party started, before he goes to Milan to show Daks and his first collection for Fay, and a week of sales for his own collection in Paris the week after.