American? I'm afraid there's no seat for you Deciding who sits next to the catwalk is one chance PRs get to wreak revenge on cocky fashion editors: [1]

HIERARCHY is everything at fashion shows. It's not who you are that's important, it's what you do for a living - and this directly translates into where you sit.

Every season, it is the biggest source of stress during London fashion week. "But you don't understand!" said a whiny American voice at the heavily oversubscribed Alexander McQueen show on Wednesday. "I'm the fashion editor of the Dallas Morning News (circulation 650,000)." Unfortunately, nothing could save her and the PR woman, after dismissing her with a flick of her wrist, turned to gush over an important British journalist.

The same harsh rules apply to fashion journalists from magazines such as the Arabian Burda Moden, (circulation 79,437) and Vietnam's Thoi Trang Tre, (circulation 80,000) who don't even bother trying to get tickets for London shows despite their popularity at home. Closer to home, Family Circle has problems too: it is just not cool enough.

In New York the woman with the whiny voice would...