Activating across the duration of LFW (18-22 September), Carnaby Street will be home to a giant screen streaming live catwalk shows and exclusive footage to passers by. The installation was sparked by LFW’s move in its 62nd year from Somerset House to Brewer Street Car Park, which is situated two minutes away from Carnaby.
The live stream will showcase all catwalks taking place at the Brewer Street venue, including Peter Pilotto, Gareth Pugh and Sibling, widening the audience of LFW whilst attracting business to Carnaby’s streets. Shoppers will also be able to experience the thrill of the catwalk as they see themselves captured on the giant screen walking down Carnaby street.
Alongside the screen, the area will feature exclusive promotions, in-store events, free talks and music.
Carnaby Style Night will launch the collaboration with LFW on 17 September. More than 100 flagship, independent and concept stores will offer discounts, free drinks, nibbles and masterclasses.
Style scouts will be on the lookout for the most fashionable shoppers on the night, who will win a goodie bag worth £150.
Shoppers can also be in with a chance to win more than £1,000 worth of prizes by sharing their experience on Twitter with the hashtag #Carnaby #StyleNight.
The move from Somerset House to the art deco Brewer Street Car Park was announced in April, with its proximity to other prominent fashion venues cited as a key attraction.
Munira Mirza, deputy mayor for education and culture, said: "Brewer Street Car Park as the host venue is a brilliant development for LFW. With its position in Soho, it is at the heart of an area that has long been associated with fashion and creativity in general."
The move was described by Josef Jammerbund, head of events for the BFC as a "new chapter of London Fashion Week". In March this year, it was announced that primary sponsor Vodafone would be replaced with Sunglass Hut.
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