London Collection Mens to include experiences from Superdry, Swatch and more

Brands including Superdry, Swatch and Fudge Professional will activate at London Collection Mens (LCM) SS16, which launches tomorrow (12 June) and will run through until Monday.

Superdry, Swatch and Fudge will activate at LCM SS16 (image:
Superdry, Swatch and Fudge will activate at LCM SS16 (image:

The menswear fashion week event, which is organised by the British Fashion Council (BFC), will include branded parties, new collection showcases and beauty pop-ups.  

Kate Eastop, senior sponsorship manager at the BFC told Event: "Superdry is hosting a party tonight (11 June) co-hosted with Idris Elba and the BFC.

"This will include an event at its flagship store on Regent Street to launch its new Idris Elba collection, followed by a private dinner at Hix Restaurant on Brewer Street."

Watch brand Swatch has worked closely with LCM over the years, and 2015 will be no different, with the brand set to showcase its latest offering.

"Swatch often use LCM to launch new watch collections providing interactive activities for press on site, which often translate to events in store for customers," said Eastop.

"This season, Swatch are launching the new SISTEM51 watch collection – each watch is made up of 51 individual parts."

Four Fudge Professional brand ambassadors will be on hand to provide styling assistance for attendees. "Fudge Professional will have a pop-up hair salon inside Victoria House where LCM guests, including press and VIPs, can get their hair done," added Eastop. 

LCM has also secured the likes of Lavazza, Propercorn and Mercedes-Benz as sponsors, meanwhile GQ and Dunhil, as well as House of Fraser, will host parties during the four-day event. 

More: London Fashion Week moves to Brewer Street Car Park

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