"You're such a grown-up girl now, darling," says Mario Testino to a strikingly glamorous Emma Watson, taking his front-row seat beside her and Gwyneth Paltrow at the Burberry show. The other front row guests – Victoria Beckham, Mary-Kate Olsen, Liv Tyler – were equally thrilling, threatening to outshine Christopher Bailey's designs.
The only uncool inclusion was Peter Mandelson – begging the question, why? "It feels like the Academy Awards," gushed Net-a-Porter's Natalie Massenet and she was right – London Fashion Week 2009 was more an exercise in celeb spotting rather than trend spotting.
You know you've made it when US Vogue editor Anna Wintour graces your front row with her presence. After The September Issue documentary, the US Vogue editor has achieved deity-like status. This could be why she looked so unimpressed to be sitting beside It girl, Alexa Chung at the Twenty8Twelve show, where Sienna Miller and her sister tried to persuade us we'll be wearing stonewash denim this summer.
Chung was ubiquitous this week – did she have to go to every show? – and we fear our girl crush on the MTV presenter is over, particularly when her constant companions are the equally omnipresent Geldof girls. Pixie G was either perched in the front row or strutting down the catwalk for Vivienne Westwood and sister Peaches was there to lend her support.
Two familiar front row faces and two ladies with impeccable fashion-forward credentials are singer Róisín Murphy and actress Tilda Swinton. Pregnancy did not deter the Moloko singer's sense of style, nor did it impede her attending an impressive amount of shows; Swinton meanwhile kept elegant company in the form of Kate Moss's ex, Jefferson Hack.
If Murphy and Swinton are favoured muses, not many designers would be thrilled to have an orange Geri Halliwell and a strangely attired (even for LFW) Joss Stone in their front row. But this was Vivienne Westwood Red Label, a designer who features Pamela Anderson in her ad campaigns.
And definitely one of the most interesting front row combo's was retail behemoth Philip Green, Kate Moss and Philip's 18-year-old daughter Chloe, at the TopShop Unique fashion show. Chloe wants to be a designer and when Daddy owns TopShop and Kate is her buddy, you know she's going to go far. Mwwwah!
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