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Behind the Scenes at London Fashion Week

To see more behind-the-scenes moments from London Fashion Week, follow @le212m2, @britishfashioncouncil and explore the #lfw hashtag.

Despite featuring photo after photo of stylish people dashing between fashion shows, Adam Katz Sinding's (@le21eme) Instagram bio reads, “This is NOT a street style blog.” He’s not joking. “I like to think I’m documenting a zeitgeist,” he says. “Something we can look back on and remember beyond the clothing and fashion. Maybe feel something.”

Documenting every fashion week is different. “In Italy you have lots of color and flare,” he says. “Paris is minimal (but still amazing) and New York City is insane. Crazy humidity. We run for photos. Like run run. Not jog. It’s a lot of fun but it’s also really dangerous with the traffic. Some of us get hurt but I think it’s worth it.”

And London Fashion Week? “It’s very multi-faceted,” he says. “It’s not like New York City, Milan or Paris. The people are very creative and often quirky. It’s nice.”

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Fake coffee branding with @luftaffe

To see more photos of Illarion’s designs on coffee cups, use a #fakecoffeebranding hashtag and follow @luftaffe

“If you want to create a coffee-themed design, coffee cups are the best choice,” says Russia Instagrammer Illarion Gordon (@luftaffe), who posts photos of coffee cups that he has illustrated with unusual drawings. “My wife is a barista, and I use coffee cups as a place for my ideas. I just took a felt tip and drew a design on the white cup.” As a designer by day, Illarion’s experimentations on coffee cups has allowed him to explore a new perspective on branding and develop his illustrations. “I create cups with melancholic and existentialist designs that would never exist in real life from real coffee brands.”

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