NEW CONCEPT: The June edition of London Fashion Week this year will highlight the city’s status as a world-leading cultural capital and amplify its creative community with a new format encompassing cultural programs, fashion activities and parties to celebrate its 40th anniversary.
First reported by WWD last year that the BFC has been talking to menswear businesses about creating a new platform for the June edition, BFC chief executive officer Caroline Rush said: “We love the highly creative businesses that are doing catwalk shows. But Savile Row, designers like Oliver Spencer, and other craft-led businesses don’t lend themselves necessarily to fashion shows. We want both the industry and the consumer to have access to those businesses and be able to celebrate their stories.”
Running from June 7 to 9, the British Fashion Council said the latest June edition aims to ignite a cultural moment in London and provide a platform for diverse British designers and brands with a focus on menswear businesses in the U.K.
On the first day, as part of the new format, the BFC will take over the Institute of Contemporary Arts and host a program that will include an exhibition, panel discussions and cultural events informed by the first three cultures the BFC has chosen to spotlight this season: Black culture, South Asian culture and queer culture.
There will also be a “40 for 40” schedule, with a lineup of 40 activations hosted by British brands and designers in the formats of catwalk shows, presentations and events. The exact lineup has not been unveiled.
On the last day, the BFC will take over the Groucho Club, a private members club in Soho, to provide designers and brands with an activation space for guests to explore and experience the city and brands in refreshing ways.
“The new format is a direct result of the conversations we are continuously having with the BFC community — designers, media, U.K. and international retailers. We want to ensure we are recognizing the business needs of our designers and providing them with a global showcasing platform that is both relevant and beneficial. This iteration of LFW is a really exciting opportunity to future-proof and innovate the U.K.’s fashion showcasing capabilities and highlight the city’s point of difference during Men’s Fashion Month,” Rush added.
