Ida Petersson is one of the most respected names in British fashion. This is her insider’s guide to London Fashion Week.
Having held various buying positions, most notably at Browns as Buying Director, the Swedish native has been at the heart of the industry for decades. Her focus has always remained nurturing and celebrating emerging talent, and today she sits on panels for the British Fashion Council, Fashion East, Graduate Fashion Week, the Swedish Fashion Council and Copenhagen Fashion Week New Talent, a support scheme for young Nordic designers. In 2024, she – alongside US retail consultant Ramya Giangola – co-founded brand strategy and creative agency Good Eggs Agency. To say Petersson is a London Fashion Week regular is an understatement; she’s been a front row fixture for 20 years.
Ida Petersson photographed by Noor U Nisa
Here, she shares her ultimate guide to doing London the way the fashion crowd do during show season. From the chicest boutiques to visit and the best place for a quick sushi pitstop to the cocktail bar where you’re bound to be sat next to an editor or two, Petersson takes us on a tour of her ultimate LFW spots.
How would you start your day during London Fashion Week?
I start my day using my Jacquie Aiche mantra cards to set my intention for the day and drinking an iced latte with oat milk.
Talk us through your go-to shops for fashion and beauty…
For unique pieces with a twist, I love Machine-A in Soho. It’s small, but has the best curated selection of emerging and avant-garde designers. I trust the founder, Stavros, with my life and wallet! I also adore Liberty, it’s the perfectly sized department store. The beauty hall always has some fun surprises that you won’t find anywhere else and it’s home to the best fine jewellery hall in town. My other must-stop is the recently opened Jacques Marie Mage store on Chiltern Street. Its store manager, Adrian, is almost too good at his job, and the brand’s eyewear is truly the best in the world.
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Best pit-stop for a quick lunch in between shows or meetings?
Selfridges Food Hall is excellent for a drive-by or Dover Street Market’s Rose Bakery for a cheeky sweet or savoury treat. I always pick up a matcha and sushi from Selfridges and at DSM I always succumb to a cake or a bun.
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Which hotels would you recommend to stay at during London Fashion Week?
I love Kettner’s. The medium-sized room is a dreamy 32 square metres and the location is perfect; in the middle of Soho, but on a quieter street and the staff are incredibly helpful. My other favourite is Broadwick Soho, I love the secret bar that’s only accessible to hotel guests and the cosy beds.
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Where would you head for a post-show dinner?
Rita’s is one of my all-time favourites. The menu changes regularly, and each dish is always made with the freshest, seasonal ingredients. I recommend pre-booking because the space is small and it’s incredibly popular. The bar at the Dover is another personal favourite, the lobster roll is a must.
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Where should we go for drinks?
The Thin White Duke has the best cocktail menu in town. I’m obsessed with the ‘…Away’ cocktail, a delicious and lethal absinthe concoction. There’s also a dim sum menu if you want a light dinner or snack to soak up the alcohol. The rooftop bar at the Broadwick is always great for late-night vibes and a glass of champagne with a few sneaky oysters (my favourite evening snack). For an early pre-event drink, I also love the bar at the Maison Assouline store; glasses are stored in the freezer making it the most perfect chilled glass of champagne.
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How do you wind down after a day of shows?
If there’s no evening event or party, I love to head home and cuddle my cats while having a drink on the sofa with my husband.
What style essentials could you not live without at the shows?
Bottega Veneta sunglasses, the Rotate x Caia lip glaze, Bibbi Parfum Iris Wallpaper for a refreshing evening spritz and, finally, a recently acquired packable showerproof jacket from 66°North. It fits in any bag and is the chicest way to protect myself from sudden downpours which, unfortunately London, is prone to.
Which emerging names should we look out for on the schedule and why?
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There are a lot of exciting talents on show this September. Tolu Coker is a real favourite of mine and her corseted pieces flatter any figure, Conner Ives continues to upcycle in the most sophisticated way and Johanna Parv does truly perfect athletic hybrid gear. Chopova Lowena is another fashion game-changer, as is E.W.USIE.
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Which established British brands always leave you excited post-show?
Not-profit talent incubator Fashion East always fills me with excitement and hope for the future of fashion. Led by Lulu Kennedy and Raphaelle Moore, what the team has done for countless new designers is extraordinary. Other favourites are Simone Rocha and JW Anderson. Both are masters of their genres and always deliver something spectacular.
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What makes London unique in terms of style?
As a foreigner who came here as a fashion student, I fell in love with the individuality and openness of London. Most days, it feels like anything can happen and anything goes. This sentiment is very much reflected not just during LFW, but any day of the week, all year round.
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