Rather like we do with our celebrities.
But for the past few seasons, new British designers have steadily built a name for themselves. Mary Katranzou, Holly Fulton and Meadham Kirchhoff were "names to watch" for a while before being awarded a slot on the official schedule, easing their way on to the fashion press's radar.
Not so with Hakaan. This Turkish designer's show has been sitting on today's London Fashion Week schedule for weeks, unremarked and unmentioned. But 48 hours ago a mad hype started to build around the show. It was suddenly billed as the show of the week and the buzz surrounding its slot this afternoon was the stuff of big name designers.
Backstage before it began, we spotted Lara Stone, Natalia Vodianova, Abbey Lee and Imogen Morris in make-up - high calibre models that don't get out of bed for anything less than the best. Then Kate Moss arrived to see the collection first hand. It was getting serious. "He's the only show I'm modelling for this week", said Stone, whose fiance David Walliams watched from front row, "and the one I'm most excited about". Us too, now...
Out front, Carine Roitfeld appeared having flown in for the occasion (London never receives the French...), with Moss settling near her.
And what of the clothes? Strong silhouettes of bottom-skimming bandage dresses, ostrich-feathered skirts and lots of ways with leather; from ribbed trousers to slashed coats. All in a limited palette of white, black and camel. Very sexy, very accomplished and now, very on the map.More