Pinterest and Claudia Smith Stage Phone-Free Front Row at London Fashion Week | LBBOnline

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Pinterest and Claudia Smith Stage Phone-Free Front Row at London Fashion Week
07/09/2026
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07/09/2026
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As the official partner of Claudia Smith’s BEYOND R.E.G.A.R.D. show, Pinterest is helping create a runway experience that keeps eyes off screens and on the artistry

On September 20th, visual search and discovery platform Pinterest is partnering with couture house Claudia Smith London for her debut BEYOND R.E.G.A.R.D. couture show, bringing to life what is set to become a first-of-its-kind London Fashion Week phone-free front row experience

Claudia Smith’s debut marks an important moment for British couture. With the support of leading figures including Nick Knight, Edward Enninful and Naomi Campbell, BEYOND R.E.G.A.R.D. will formally launch Claudia Smith London and mark the first solo couture show by a Black British female couturier at the British Museum

BEYOND R.E.G.A.R.D. is Claudia Smith London’s debut couture range, inspired by the historic Alphabet of Gems — a jewellery language in which gemstones were selected by their initials to spell words, names and sentiments. The title takes its meaning from R.E.G.A.R.D. Ruby, Emerald, Garnet, Amethyst, Ruby and Diamond, one of the coded gemstone messages associated with this tradition

Claudia Smith reinterprets this language through couture, taking the idea beyond jewellery and translating the colour, symbolism, character and emotional meaning of gemstones into garments. Each one-of-a-kind look is individually conceived through couture construction, sculptural form, embroidery, crystal work, hand-beading and intricate textile craftsmanship

To help guests focus on the artistry and experience the show without distraction, front row guests will place their phones inside specially designed Pinterest x Claudia Smith crossbody bags, created for the experience. In a gem-inspired Ruby red colourway, each hand-beaded bag reflects the world of BEYOND R.E.G.A.R.D. Guests will be invited to take their phones back out for the finale and take the bags home as keepsakes intended to inspire future phone-free moments.

“Couture deserves to be experienced with presence. Every detail, from the construction and handwork to the movement of a garment, is created to be seen and felt in the moment. Working with Pinterest to create a phone-free front row allows our guests to give their full attention to the artistry before them, while reflecting a value we both share: that inspiration found online can become something far more powerful when it is experienced in the real world,” said Claudia Smith.

At a time when fashion is increasingly experienced through a screen, the partnership returns couture to its most powerful setting: the room itself, where the craftsmanship and emotion of couture can be experienced firsthand without the distraction of a device

Ahead of the show, Claudia Smith has curated her Beyond R.E.G.A.R.D. Couture in the Making Pinterest board showcasing the references, textures and inspirations she is using to shape her range. Following the show, the board will evolve to include official runway imagery of the finished range, bringing the journey from initial inspiration to final expression in real life

“Claudia Smith used Pinterest to shape a range rooted in craftsmanship, creativity and extraordinary attention to detail, which made this a natural partnership for us. Together, we wanted to create a runway experience that reflects what Pinterest does best: turning inspiration discovered online into something meaningful in the real world,” said Claudine Cheever, chief marketing officer at Pinterest.

This partnership builds on Pinterest’s belief that the best thing you can find online is a reason to get offline. From fashion and beauty to interiors, travel and everyday style, Pinterest helps people discover what inspires them and bring it to life in ways that feel personal, physical and real. That makes Pinterest a natural partner not just to support the show, but to shape how it is experienced, shared and remembered.

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