Prototypes SERIES09 — London Fashion Week

📍 St John’s Church, Hyde Park, London
Thursday 18th September, 21:00

This week I found myself walking into London Fashion week with an invite to the Prototypes SERIES09 show and honestly, that sentence alone still feels crazy to say. I got the invite through New Wave magazine, who I’ve been working with , and it felt like one of those “okay we’re really here now” type of moments.

The flyer alone had me hooked before I even stepped into the church. It looked like a memorial card, bold and unapologetic, with the line : ” In loving memory of British culture”. For a second I saw it, I knew this wasn’t going to be a regular show.

The Scene

The venue was St John’s church in Hyde Park gothic arches, stained glass windows , wooden pews. Walking in , it felt like a funeral but also a ritual. The kind of setting that makes you pause for a second and just take in where you are. The crowd was its own spectacle. Stylists, editors, artists, fashion kids everyone had turned themselves into part of the show. You know those moments where you look around and realise you’re standing in the middle of a scene? That was it.

The collection

Prototype’s Spring/Summer 2026 collection was an exploration of contrasts: structured tailoring paired with unexpected fluidity, muted tones broken by sudden bursts of color, and clean lines softened by tactile fabrics. One standout was a series of oversized blazers that maintained impeccable structure while allowing for movement—a perfect metaphor for modern life, balancing control and freedom.

Textiles were treated almost as a secondary protagonist. Satin, mesh, and re-engineered cottons were layered in ways that suggested experimentation without excess. The color palette leaned into earth tones punctuated by strategic pops of magenta, teal, and electric blue. Accessories were minimal but deliberate: metallic belts, sculptural shoes, and bags that doubled as statement pieces.

I couldn’t help but admire how Prototype plays with silhouette and proportion. Each model seemed to embody a story, a narrative of movement and confidence, a quiet rebellion against convention. It wasn’t just a show—it was a conversation, one that asked the audience to reconsider the limits of wearable art and the evolving definition of gender-neutral fashion.

About Prototype

Prototype, for those who haven’t encountered it yet, is a Swiss brand with an uncompromising approach to minimalism, structure, and experimental fabric use. It’s the kind of label that doesn’t just follow trends—it interrogates them. Each piece feels intentional, a combination of Swiss precision and modern, urban sensibility. At this London Fashion Week, Prototype presented a collection that was simultaneously playful and disciplined, with sharp tailoring softened by fluid draping, bold color punctuations, and subtle nods to genderless design.

What struck me the most is how the brand translates its Swiss DNA into something universally appealing. There’s a restraint in Prototype’s work that never feels cold or distant. Instead, it reads as confident, capable of holding its own amidst the spectacle of LFW. As someone who’s been following Swiss fashion closely, it’s exhilarating to see a homegrown brand like this resonate so strongly on an international stage.

My thoughts

For me, Prototype’s collection felt like a love letter to experimentation grounded in discipline—a nod to Swiss meticulousness with a London edge. There’s a subtle arrogance in perfection that doesn’t need to shout; the pieces speak for themselves. I left the show inspired, thinking about how fashion can simultaneously honor its roots and push boundaries.

Attending through New Wave also highlighted how collaborations between media, emerging platforms, and innovative brands can elevate a show. It’s not just about the runway—it’s about context, story, and cultural resonance. The energy I witnessed wasn’t just in the clothes but in the curation, the attendees, and the conversations sparked afterward.

The closing

Leaving the Prototype show, I felt a surge of pride, not just for the brand, but for the possibilities it represents. Swiss creativity, when given the platform and freedom to evolve, can stand confidently among global fashion capitals. Prototype is a testament to this ethos, delivering a collection that’s intelligent, bold, and quietly revolutionary.

London Fashion Week is full of spectacle, but sometimes the most memorable moments are the ones that whisper rather than shout. Prototype, with its meticulous tailoring, fearless experimentation, and rooted identity, was that moment for me. It reminded me why I do this—to witness, critique, and celebrate fashion that carries soul, precision, and story. And it reaffirmed something else: Swiss fashion is not just capable; it’s vital.

see you next week, guys!

Perrine

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