Instantly recognisable for her ice blonde hair, savvy sense of style and outgoing demeanour, Victoria Magrath has established herself as one of Instagram's most-followed style stars.
Her blog, , which reaches 1.7m people, has seen her win countless awards, sign a contract with L’Oreal Paris as a Beauty Ambassador and score fashion campaigns with the likes of Hugo Boss Watches and Ted Baker.
Victoria is also adding an exciting new accolade to her burgeoning CV, by joining GLAMOUR UK as our resident fashion columnist. Each fortnight, Victoria will be sharing her best style secrets, hacks and insider intel from the hottest events. In her first column, Victoria reveals how she made her fashionable foray onto the front row and the five surprising things you didn't know about the best seats in the house.
Get to know Inthefrow
My style story started when I was studying fashion at the University of Manchester. I went on to become a lecturer in Fashion Retailing at the age of 24 after gaining a PhD in Consumer Behaviour for Mobile Fashion Retailing. I started blogging in the midst of the crazy amount of work I had on my plate and loved blogging so much that I quit my lecturing career to take a chance in the blogging industry. Luckily it paid off and I love every minute of my job.
In just a few short years, I've worked with an incredible number of fashion and beauty brands globally, can call myself a L’Oreal Paris ambassador for the second year in a row and just released my own collaboration collection of bags and accessories with Strathberry, with every single tote selling out within a few hours.
I live in London with my other half, Alex, who, thankfully, doubles as my full-time photographer and happens to be a fantastic cook. However, I’m currently without said boyfriend in a crazy hotel suite in Paris, staying at Le Meurice after the Dior Show. As you’re probably well aware by now from your Insta feed, it’s Paris Fashion Week, or #PFW for those down with the lingo. Tomorrow I’m meeting L’Oreal to continue the Paris Fashion Week rounds, before the inspiration, excitement and exhaustion of the Fashion Month is over for another season. And so, in fitting with the current fashion theme, and as an introduction to myself, I'm offering GLAMOUR readers a little insight into the elusive fashion industry and exactly what happens on the coveted Fashion Week Frow.
This is who really gets to sit at the best seats in the house
Buyers, designers, journalists, editors, friends of the brand, family or friends of the designer, celebrities, models, bloggers, mers and retailers all populate the front row. However, even if you fall under one of these categories, whether you score a seat all depends on the brand, their designers, their PR teams and the relationships they have with the people attending. The frow is often extremely squished and tightly packed. There are a lot of people to get into the show at once and sometimes the space is a little smaller than anticipated. Hence you might spot people seemingly sitting on top of each other.
The shows are a lot shorter than you think
The shows usually last no longer than 10 minutes and then you’re out of there. You sit, wait, take lots of snaps on every device you have on you (if you’re me) and then escape through the crowds as fast as possible to hitch a cab to the next impending show.
The secrets behind the perfect frow outfit
With the rise of live-streamed catwalk shows, as well as paparazzi in attendance, the frow is often made up of those dressed head-to-toe in the brand they’re sitting frow for. Often, if the person is important enough to the brand to sit in their front row, they will be dressed by the designers in the current season’s clothing in order to keep everyone and everything ‘on-brand.’
If you're late, you're not coming in
If you’re late, you’re likely to lose your seat. Limited space means that when the seats fill up, they’re full. If you attend late, the chances of you managing to squeeze your tush between two people who have been waiting for 15 minutes for the show to start is a highly unlikely prospect.
Keep an eye out for my next column next fortnight. In the meantime, keep up with what I’m doing over Paris Fashion Week via my Instagram, @inthefrow and enjoy all the PFW inspo for now. You’ll miss it when your feed goes back to avocado on toast and women in miscellaneous squat positions.