Style Sheffield Fashion Show was a part of the new campaign “Live after 5”, which encourages citizens of Sheffield to enjoy retail, leisure and culture in the early evening – hence the show beginning at 6pm. Based in the City Hall, the event consisted of sizzling mexican food, an elongated blue-lit runway and bustling fashion stalls. When I arrived and started to browse the stalls I was presented with raffle tickets, free NARS makeup testers, chocolate and stylish glasses – what more could you want? Although there seemed to be a lack of younger people, there was a considerable bustle of women and men of varying ages balancing their steaming plate of nachos and glass of prosecco while waiting for the show to begin. It’s a shame there wasn’t a great deal of hype around the event as it had potential to be packed with fashion journalists, photographers, or simply fashion lovers from all over Sheffield.
Host Nicky Campbell (No, not that one!) introduced the theme of “summery clothes you can wear now it’s actually hot!” from both high street and independent Sheffield clothing shops located in the city centre. The models’ makeup was done by John Lewis and the hair styled by Creator Hair, highlighting all that Sheffield city centre retail has to offer. To a backdrop of vibrant pop music, the models piled down the runway in flashes of varying colour, prints and shapes, beginning with Marks and Spencers womanswear. This line in particular was softly feminine yet versatile, ranging from pale blue blouses and flowing, embroidered gowns to eye-popping yellow tops and retro beach hats. Dorothy Perkins, Debenhams and Phase 8 followed, and it was also good to see a hint of independents such as Melody and The alternative store. For me, Primark was the show-stealer, presenting the audience with the perfect cheap and cheerful summer range – block colours, casual stripes, and delicate floral playsuits, all of which I wouldn’t mind investing in myself.
Overall, it was refreshing to see an event like this taking place in Sheffield city centre in the early evening and I hope to see more from the Live after 5 initiative, but with greater opportunities for a more diverse representation and more media exposure.
