Fashion Month suffered from serious shake ups last season. For Spring 2010 Burberry went from Milan to London, Giles went from London to Paris, Pringle of Scotland took the same route as Burberry, Matthew Williamson, who's always been kind of confused, was back in London after stints in New York and everyone involved in any of it had to pay extra attention to keep track of who was where. The consensus? The ones who went home, to London, loved it and are coming back for more. Christopher Bailey confirmed Burberry's return at the BFC awards two weeks ago and this morning, the BFC emailed their provisional catwalk schedule with Matthew Williamson, Pringle, Jonathan Saunders and Antonio Berardi (who used to show in Paris) on the calendar for AW10.
All five are established, older brands with a strong and separate presence in London where they're up against young, fresh designers without the front row power of a Pringle, and yet with the exception of Burberry, they're just another name, albeit a very good one, on the calendar in New York. So if showing in London boosted business and press, we suspect they'll stay put in the future.