Amy Molyneaux and Percy Parker's PPQ is one of those brands with a big London pop-brat social network going on around it. These designers aren't intellectual or edgy, nor members of the cohort of new professionals who've earned international attention, and they've been going for the best part of a decade. Yet somehow, the city's young tabloid-fodder (and those who would kill to be counted among them) love the ritual of jostling into a PPQ show and hoping to be photographed. Alexa Chung, Peaches Geldof, Natt Weller, and a horde of excited, dressed-up under-25's packed the bleachers to watch the theatrics.

The designers cast a group of black models, putting their hair in big Nefertiti buns, and the girls were clearly enjoying their turn on the runway in front of an audience of young celebs. The clothes—mid-priced, slightly retro cotton printed sundresses, pink silk polka-dot play suits, cheeky swimsuits and bikinis—came with the occasional "P" pinned on as a branding device. Cute-ish to a point, but also on the sloppy side. Clothes that don't fit, and trousers with a gaping broken fly-zip, don't justify a place on a runway, so if PPQ fancy being classified alongside contemporary designer labels like Marc by Marc Jacobs, Alexander Wang, or 3.1 Phillip Lim, they've got a lot more work to do.