When London Fashion Week opens next week, there will be the usual glamorous leggy parades, glittering couture and star-studded afterparties. 

But one design duo is preparing to clamp down on the latest catwalk craze: the flood of nepo babies and influencers elbowing into the spotlight.

Next week, British brand Vin + Omi will host their fashion show and, in an unprecedented move for the major fashion cities—New York, London, Milan, and Paris—they will completely exclude the children of celebrities and social media influencers from participating in any capacity. This means they will not be allowed on the runway, on the guest list, or in the highly sought-after front row seats.

‘Nepo babies and social media influencers who are just interested in fame for fame’s sake are not welcome. We don’t want that at our shows,’ Omi told FEMAIL. 

‘We want people who stand for something and are doing something meaningful – not just getting social media followers.’

Omi, 50, who professionally goes by his first name only, says the move comes after being increasingly inundated with shameless requests from PRs and agents representing celebrity children.

‘We’re receiving emails every day from agents going, “I need three front row tickets for so-and-so.” And I’m going, you don’t even know what we’re about!,’ he said. ‘We say no to those inquiries all the time.

‘I had a ridiculous one last week. The agent emailed saying his client – an American – wants to come to the show, and he would accept five different looks from last season as a gift. 

NEPO BABIES: (pictured L-R): Isan Elba, Olivia Jade Giannulli, Ava Phillippe, Audrey McGraw and  Leni Olumi Klum at NY fashion week in September 2025)

‘So I replied, “Sorry, what’s his talent? What does he do?” And he said, “Well, he’s the son of a very famous basketball player who you might know”. I didn’t ask what his dad does! I asked: what does he do? It’s crazy.’

Instead, the designers – who are longtime collaborators with King Charles, using recycled materials such as plant waste and wood chippings from his Sandringham and Highgrove estates to make their clothes – will fill their room with people they believe are driven by causes outside of their ego.

‘We want people who stand for something and believe in something other than how famous they are,’ Omi said. 

‘We want people who are doing something worthwhile. It’s OK if you have famous parents – a lot of famous people have famous parents – but the important thing is that you’re doing more with your life than just using your surname to get into a room.’

At Paris Fashion Week earlier this year, front rows and runways were overrun by nepo babies: from Heidi Klum and Seal’s teenage son Henry making his modelling debut to Madonna’s daughter Lourdes Leon and Jude Law’s daughter Iris turning up in designer looks. Kendall and Kylie Jenner, Beyonce’s nephew Daniel ‘Julez’ Smith Jr, and Johnny Depp’s daughter Lily-Rose Depp were all part of the same nepo-fest.

‘I don’t care if you’re Kendall Jenner or Brooklyn Beckham. Unless you do something for the environment, or other charitable causes, we don’t want you. I’m not impressed by celebrity or fame.’

Even their models need to have substance. In 2019, Jodie Kidd walked for Vin + Omi – her first time on the catwalk in 10 years. 

‘We love her,’ Omi added. ‘She’s a massive organic, environmental advocate. And she raises awareness for mental health issues and eating disorders. That’s what we’re looking for.’

Brooklyn Beckham (pictured with his wife Nicola Peltz) has been criticised for being a ‘nepo baby’ as his parents are wealthy and well-known

Omi is equally blunt about the idea that social media influencers are good for a brand. ‘Influencers and nepo babies will never pick their pocketbook to buy something. They expect everything for free. If I was a commercial brand like Dior trying to sell stuff, I wouldn’t want them on my front row.’

He describes the idea that they would help ‘influence’ others to buy designer clothes as a ‘ridiculous’ concept. ‘How many people can afford a £3,000 dress? Let’s be realistic,’ he said. Referring to Kim Kardashian and Kanye West’s 12-year-old daughter, he added: ‘When North West wears Dior, do you think the age group that’s following her has got the money to go buy a £3,000 bag?’

Vin + Omi is a sustainability-focused, purpose-driven brand, and does not operate commercially. ‘We only dress or invite people who believe in our cause,’ he explained. ‘We would never sell any garments – and we never have in 26 years. We just want to raise awareness for the causes we care about.’

He added: ‘We’ve got a lot of big supporters like Michelle Obama and people like that who wear our clothes. It’s great to have that support. We give our clothes to people who have a cause they’re fighting for.’

Since their launch in England in 2004, they have been supported by commissions and collaborations. As well as Michelle Obama, fans include Lady Gaga and Debbie Harry aka Blondie – who has walked for them before.

Their designs have been exhibited at the Victoria & Albert museum in London, Sandringham House on the Royal Estate in Norfolk and the National Museum of Scotland.

Later this month, they will feature in a major show, Dirty Looks, at The Barbican alongside designers including Balenciaga, John Paul Gautier and Alexander McQueen.

They are proud of their long-standing collaboration with King Charles. For next week’s show, Vin + Omi will debut a white ‘paper dress’ made entirely from recycled milk cartons from the King’s Sandringham estate – a spongy material that ‘looks and feels like paper’ but is impossible to tear. 

Another youngster who has been singled out as a ‘nepo baby’ is Gwyneth Paltrow’s (right) daughter Apple (left)

‘We never thought we’d end up collaborating with the King,’ Omi said. ‘Vin and I are punks so it’s something we never aimed for. But we share the same concerns about the environment – and the same sense of humour. He amplifies our work, and we amplify his in a different sector.’

Next week’s show is called Dysphoriana and will be staged at the art’otel Hoxton in East London on 18 September. More than 100 looks will hit the runway, crafted from everything from recycled hotel linens to black latex dresses.

The spectacle will feature an extraordinary moment: Femail can reveal that Great British Bake Off judge Dame Prue Leith, 85, will strut the catwalk in a 300-square metre red parachute donated by the Royal Air Force.

‘It’ll take a good 20 minutes to get her into it,’ Omi said. ‘But Prue loves it – she’s a true punk at heart. She won’t be jumping off the building but I wouldn’t put it past her because she’s so brave.’

Prue made her catwalk debut with Vin + Omi in April last year. ‘The parachute outfit we’ve designed is even more outrageous than the latex stress we put her in last time,’ Omi said. He added eco-warrior Jo Wood, 70 – the model ex-wife of Rolling Stones guitarist Ronnie Wood – will walk in the show wearing a black latex dress.

Also confirmed are Loose Women panellist Jane Moore, and TV property guru Sarah Beeny’s son Raffey, of the band Entitled Sons. Does Raffey not count as a nepo baby? ‘The difference is that he cares about something more than fame. He’s got good values. We loved his mum’s TV programme about recycling.’

Vin + Omi’s show next week will raise awareness for two charities: Multaka Oxford, which helps forced migrant women integrate into British society, and Ditch the Label, an anti-bullying organisation.

‘Agents, take note,’ Omi said. ‘If you email us about nepo babies or famous influencers, they’re not coming to the show. Send me what your client does for the environment, or their charity work – then I’ll listen. We want our shows to be about empathy for people and for the planet.’