London Fashion Week to reach 35 million via outdoor screenings

The British Fashion Council has collaborated with Ocean Outdoor to screen footage from London Fashion Week (LFW) to 60 screens across the country.

Shows and highlights from LFW will be screened across the UK
Shows and highlights from LFW will be screened across the UK

The council hopes the deal will see its flagship event broadcast to more than 35 million people 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.

In the four-day run up to the AW16 instalment of LFW, which takes place on 19-23 February, the screens will play footage from last season’s event.

Caroline Rush, chief executive of the British Fashion Council said: "Collaborating with Ocean Outdoor means that we are able to bring British talent and London Fashion Week to more people than ever before. 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."

Tim Bleakley, chief executive of Ocean, added: "Our partnership with the British Fashion Council builds on previous London Fashion Week innovations, which allowed us to present the UK's first shoppable billboard in association with Twitter and Topshop, and broadcast the AW15 Hunter Original London Fashion Week show across The Grid. This new venture amplifies the attention afforded by London Fashion Week, allowing designers and brands to reach significantly wider audiences across the Ocean portfolio."

Read all about what live activity brands have planned at LFW week here.

In pictures: Madame Tussauds unveils brand-packed LFW experience

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