H&M transforms showroom into The Hub for Fashion Week

H&M has transformed its central London showroom into The Hub, a space that will operate as the temporary headquarters of official London Fashion Week publication, The Daily during the AW16 shows.

The Hub will be located within H&M's London showroom
The Hub will be located within H&M's London showroom

Each of the broadsheet newspaper's four editions will be produced within the space, and they will include content direct from the London shows each day. 

Alongside hosting The Daily's pop-up editorial team, The Hub will also welcome members of the style set as they are featured in exclusive behind-the-scenes content, which will be distributed via the social channels of both H&M and The Daily. 

The Daily is read by approximately 5,000 LFW attendees, and it is distributed to 45,000 Londoners each day, offering members of the public a chance to experience the action of the shows. 

This is the second time that the high street retailer has housed The Daily’s team, and it is once again topline sponsor of the publication. 

Other brands set to activate around London Fashion Week AW16 include American Express, Maybelline and Toni & Guy, along with Lavazza and LG and Very.co.uk.

Check out our round-up of the best London Fashion Week activations over the years here.

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