Grazia Daily Talks To Blogger Abimarvel About The Apartment At London Fashion Week

15 September 2012 by

UPDATE: We visited The Apartment over the weekend and it's AMAZING. Abimarvel has pulled off a real treat for her fellow fashion bloggers, from a pop-up Wella hair salon to a sample room filled with clothes for the style savy girls to wear to the shows. We oohed and aahed over draws of Jelly Beans, jeans, jewellery and more. So when can we move in?

At just 20 years of age there’s no denying that blogger Abisola is a hard grafter. Since launching her blog Abimarvel back in 2008 she’s been nominated for numerous blog awards, travelled the world with a range of clients and worked on collaborations with brands including as The Outnet, Penhaligon’s and Schuh. This season she’s combined her love of fashion, blogging and social media to set up The Apartment, a creative hub for style bloggers to connect and relax during London Fashion Week. We spoke to the lady herself to find out more…

Grazia Daily: What is The Apartment?

Abimarvel: The overall idea behind The Apartment is to bring a plethora of brands together that wouldn’t usually work with each other to create fun, overly cool and sometimes magical situations. So from the 14th to the 18th of September, a select number of bloggers will be a part of the first project, The London Fashion Week Apartment. It’s a place where they can get work done, hang out, eat and see some pretty cool and new things.

Grazia Daily: How did the project come about?

Abimarvel: Over the last seasons I’ve seen the ways that bloggers have been treated slowly change to a point where sometimes top bloggers have to disclose their figures over a public counter at London Fashion Week just to get access to a table with a few laptops. I thought bloggers should have a place at London Fashion Week where there are laptops and where we can get work done. The idea was simple but then progressed into this really big project.

Grazia Daily: Which bloggers are on your guest list?

Abimarvel:
1.  Abimarvel
2.  Cocos Tea Party
3.  Park And Cube
4.  Krisatomic
5.  Fashion Foie Gras
6.  Susie Bubble
7.  Red Carpet Fashion Awards
8.  Disney Rollergirl
9.  Couture And Crumpets
10. A Girl, A Style
11. Alex Loves
12. Fashionista Barbie
13. Adorn Girl
14. La Petite Anglaise
15. Wish Wish Wish
16. Five Five Fabulous
17. The Fash Pack
18. I am not a celebrity
19. No No CoCo
20. My Fash Diary
21. Who Is Bobb Parris
22. Fashion Dreamer
23. The Style Crusader
24. Happy Because
25. Bunny Punch
26. Marin Monroe from  LDN Fashion
27. She Loves Mixtapes
28. It’s all COHEN
29. Camille Over The Rainbow
30. I Am NRC
31. It’s a LDN Thing
32. Style Isle
33. Alice Point
34. Gabi Fresh
35. Chopstick Panorama
36. Emily form Styloko
37. The Elgin Avenue


Grazia Daily: How did you decide which bloggers to involve?

Abimarvel: The initial stages were based purely on bloggers past London Fashion Week coverage. It was so important to me that I invite bloggers that need a place to get work done and not just the bloggers who go to LFW and their coverage ends up just being photos of their outfits and blurry catwalk pictures. The bloggers at The Apartment produce some seriously cool features and deserve to have a cool place to do it in! Plus I invited a few new bloggers to mix it up a bit. People could also apply for spaces but there were a very limited amount available.

Grazia Daily: What will the bloggers be doing during LFW?

Abimarvel: The idea is to hang out, feel at home and not have the added pressure of where to work during London Fashion Week, therefore producing some great content and enjoying the fun and the atmosphere.

Grazia Daily: Tell us a little about your blog?

Abimarvel: abimarvel.com is a cool place where I want my readers to feel like we’re all just hanging and talking about what’s new and documenting it via photography. My aim is always to engage them in conversation about a range of topics but at the same not take things to seriously. Hence the occasional post of some pie or a really cool coat.

Find out more at www.theaptmt.com/the-apartment.


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