Buyers “upbeat and positive for AW24” at The Fashion Huddle

The Fashion Huddle has kick-started the AW24 season on a positive note with over 50 buyers walking through its doors in its opening week.

The multi-brand pop-up showroom, based at Hammersmith’s Huddle and The Triangle, began as a collaboration between UK agents in AW23. Now in its third season, its reputation is gaining momentum among leading indie fashion buyers.   

For AW24 it is presenting numerous womenswear, footwear and accessories brands from 16 leading UK-based agencies including The Brand Ambassadors, Richmond Brands, Joanna Edwards Agency, Matrix Fashions, Ariane Kaiser Fashion Agency, Apt Collections, Middleton Green and Magpie Agency. Buyers can browse the latest collections from key international designers alongside a strong selection of new-to-the-UK brands.

The Brand Ambassadors’ Lucy Walsh, who was the driving force behind its launch, says agents at the showroom have experienced a “very steady and positive start to the season.” And, despite numerous reports of boutique closures and declining retail sales, “the general mood has been upbeat and positive” with buyers placing “meaty orders.”

She adds: “Buyers are being much more analytical and if something hasn’t sold, they are ruthlessly dropping brands. However, they are investing in collections that have done well with many taking chances on new names to inject some fresh styles into their boutiques. We thought the first week would be quiet, but we’ve been busy with a fair number of walk-ins too. The reputation of The Fashion Huddle is gaining momentum and our new website has really helped drive buyers to us. They are loving the ease of The Fashion Huddle and being able to see so many brands in one go.”

Buyers can visit The Fashion Huddle from Monday to Friday until 23 February and over the weekend of Pure x JATC and Scoop, with a free car service in operation from Olympia.