London’s fashion world is preparing its pretty, wet feet for a week of running around town trying to catch the reflection of as many new trends as possible in their big, black sunglasses. Meanwhile On|Off is, for the 10th season running, making the frenzied fashionista’s lives that bit easier by bridging the distance between the on and off schedule designers.

On|Off has been called ‘the lifeblood of British fashion’ and has long supported fledgling UK talents as well as established designers such as Ben de Lisi, Jasper Conran,Louise Amstrup and Allegra Hicks amongst many more. By hosting both on and off schedule shows in one venue (usually the incredible Royal Academy of Arts), On|Off have given catwalk and exhibition exposure to many designers who otherwise might have missed out due to unlucky Louboutins (nobody likes getting their heels stuck in the pavement en route to the front row) and other travel-related mishaps.

Recognising the huge contribution On|Off has made to British fashion over the past 5 years, Chic Today took to the pre-fashion-filled streets and met the team behind the success story of British style. First up is Lee Lapthorne, the Creative Director and Founder of On|Off:

When you launched On/Off ten seasons ago, did you have faith it would become the fashion powerhouse it is today, or has it exceeded all expectations??

I had faith, passion and a vision! It is due to years of hard work from myself and my team that On|Off can legitimately be addressed as a ‘powerhouse’. As we have progressed, new expectations have been created- we have looked for new opportunities and goals and developed new platforms. It is this which carries us forward and keeps On|Off fresh and exciting.

What factors inspired you to create On/Off?

I realised that there was a gap in the fashion community, a chance for on and off schedule designers to show together in a dedicated space. Prior to On|Off, up-and-coming designers had to hold their shows and exhibitions in whatever space they could find which, having pooled their finances into their collections, were rarely able to portray the image they aspired to. It was a ‘Catch 22′. Designers needed to make sales to be able to afford a decent space, but needed a fantastic collection in order to make sales. It also meant that the international press and buyers they aimed to attract were unlikely to visit as they would be tied up with the on schedule shows, which may well have been taking place the other side of London. In uniquely bridging the gap between on and off schedule, I knew that we would be able to offer vital support to the lifeblood of British fashion.

Was it difficult to gain the mainstream industry’s respect at first?

Of course, as what we aimed to achieve was unusual. It is fantastic that we have achieved so much with the support of so few. We have had some amazing champions and supporters, including the late Isabella Blow. As the word has spread we have attracted increasing respect within the industry.

What catches your eye when looking for new designers to join On/Off?

Passion and talent, plus a viable business plan. Our aim is not only to get the new designers known, but to support them in developing sustainable businesses and achieve the success they set out to achieve.

What has been your proudest achievement within the company over the past 10 seasons?

My proudest achievement has to be reaching ten seasons! I tend not to look back but forward, so I will say that my proudest moment will be launching the new ‘On|Off 10 Seasons’ limited edition book, filled with never before seen images, illustrations, photographs and quotes from On|Off. In producing this book, we will be able to celebrate our achievement but also have a set platform on which we can continue to build. It will be available as an e-book online at www.thedoll.org/onoff for those not lucky enough to receive a copy.

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