LFW to be screened in 60 places across the UK

Fashion enthusiasts will be able to enjoy London Fashion Week this February like never before, with new initiatives aiming to integrate the public announced by the British Fashion Council on Wednesday.

Daily round ups of the shows and presentations will be screened to an estimated 35 million people in 60 locations across the UK, thanks to a BFC partnership with media company Ocean Outdooor.

For the first time, London Fashion Week will be screened in Birmingham, Bristol, Edinburgh, Glasgow, Leeds, Liverpool, Manchester and Newcastle, as well as around London at Canary Wharf, Holland Park roundabout, Two Towers West and Westfield shopping centre.

Commenting on the partnership with Ocean Outdoor, Caroline Rush, CEO of the British Fashion Council, said: “At a time when many conversations are taking place around connecting fashion weeks with consumers, this is a perfect opportunity to reach both new and existing fashion fans throughout the UK.”

Ocean Outdoor has previously worked with fashion brands, such as Topshop, to screen a shoppable billboard in collaboration with Twitter, and Hunter to screen its AW15 fashion show. “This new venture amplifies the attention afforded by London Fashion Week, allowing designers and brands to reach significantly wider audiences across the Ocean portfolio,” said Ocean CEO Tim Bleakley.

This season, consumers will also be able to attend the exhibition ‘Fashion Utopias’ at Somerset House, open to the public throughout LFW, and read The London Fashion Week Daily, which will be distributed each day around London.

LFW talks, presented by American Express and featuring some of fashion’s biggest names including Gareth Pugh, Luis Venegas and Sølve Sundsbø, will also be open to the public with tickets going live on Biletto soon.

Meanwhile, Sunglass Hut, the event’s main sponsor, will set up a pop-up store at Lights of Soho on Brewer Street, where shoppers can find some of the sunglasses presented in the shows and customize their own case, designed by House of Holland, Julie Verhoeven and Kate Moross.

The British Fashion Council also announced earlier in January that Emilia Wickstead, Holly Fulton, Mary Katrantzou and Temperley London will present their SS16 collections at London Fashion Weekend, the bi-annual consumer event taking place at the Saatchi Gallery. Tickets for the runway shows can be bought online.

London Fashion Week is set to run from 15- 23 February.

LFW to be screened in 60 places across the UK

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