Retail and magazines have a win-win relationship and this event is a clever way of making the most of it.
|Burberry Body fragrance and trench coat|
Louis Vuitton followed the fetish theme of its latest show and had French maids alluring people into the shop, where you could also have your picture taken, a recurrent idea at Vogue's Fashion Night Out unsurprisingly successful in modern times, when everyone wants to be famous.
The whole experience really felt like going out, with DJs bringing a new life to the shops enhanced by the complimentary champagne and cocktails. Everyone was enjoying themselves and having a good time!
|DJ Bip Ling at Bally|
Everyone was also eagerly waiting for canapes, particularly delicious at Diane Von Fustenberg, made by the Michelin-starred Hakkasan.
|Sales Assistant at DVF|
Ice cream was offered at Juicy Couture and Matthew Williamson, where Vogue Editor, Alexandra Shulman joined in the shopping experience and took pictures with the designer, who was also in the shop floor.
|Juicy Couture ice cream|
DKNY gave us a bit of New York, with the emblematic yellow cab parked outside the shop while Christian Dior opted for a customised version of the quintessentially British black cab.
There was of course the celebrity attraction. As the face of the new advertising campaign, Gwyneth Paltrow showed up at Coach in New Bond Street. But other famous people were around the area including Samantha Cameron, Laura Bailey, Livia Firth, Daisy Lowe and Peaches Geldof.
I'm sure everyone thought carefully about what to wear and super stylish people paraded down the street reminding me of the London Fashion Week's buzzing atmosphere which is about to kick-off.
But the main purpose of the whole initiative is to promote sales and lured with all the freebies and discounts, many spent obscene amounts of money to capture a bit of the dream world created by luxury brands.