yammi. Love this.

I went to ericson beamon super-biutiful shop http://www.ericksonbeamon.com/ and fell in love with Shourouk http://www.shourouk.fr/.

I only want to do things like these. Fluo, rosa, pietre, vintage stones, yammi.

I like transformation, that's what I like. I am being serious.

I had forgotten how much of a circus the fashion world might be ;-). I entered the yard at Somerset House yesterday, one of the last days of the London Fashion week, and I remembered. It looked like a circus, a show, a carnival, a masquerade.

Fashion is as fascinating and absurd as it might be: many looked disguised rather than dressed and everyone seemed extremely serious. That is the thing that strikes you the most: how fashion people take themselves seriously. It is the game of belonging and yet wanting to be unique. So everyone is secretly happy to be "part" of it all, yet they want to be different, special.

I don’t know how (maybe because I was starting to act very seriously as well and, thus, at the entrance, no one dared to ask me for accreditation) I sneaked in the exhibition at Embankement Level. I was mainly interested to have a

look at Esthetica, where sustainable and ethical designers are presenting their work.

http://www.britishfashioncouncil.com/estethica

Stands at Estethica were looking somehow too crafty compared to the other non-environmental stalls, yet some interesting concepts were shown (according to my serious :-) opinion):

I saw De Castro, owner of From Somewhere, (http://www.fromsomewhere.co.uk/) presenting her collection, including revamped Speedo-swimsuits dresses.

She looked a little stressed as I heard her chasing a model “they want to see the whole collection, they are one of the best shops in the world, get dressed, pull your hair up, be beautiful, come on… (there is no such thing as relaxed fashion: business is business worldwide J ). The Speedo collection is soo interesting, the rest of the collection is a little pasticciata (now, how do I translate this word??? Messy, it is definitely messy)

Henrietta Ludgate collection looked very appealing: it looked luxurious and cool. It was my favourite http://www.henriettaludgate.com

Sustainable fashion does not have to mean hippy, folk or crafty. It can also be edgy, and she seemed to be. No wonder she won the Fashion Week Innovation Award. No wonder so-much-quoted-in-these-days Livia Firth wore LH recently for one of her many catwalks with husband Colin.

I really liked the transformation she has created for those normally dodgy quilted Husky coats.

Transformation: that’s what I like.