As part of the move, London Fashion Weekend will rebrand as London Fashion Week Festival, and will allow fashion lovers to celebrate over a period of ten days. The festival will take place twice a year, in February and September.
The BFC has announced that it will use this rebrand and move to showcase its "ongoing committment to consumer engagement and support of British designers". The festival will increase engagement and celebration of the fashion industry in the UK by employing digital strategies and staging events throughout London, consolidating the fact that the city is a fashion, business and cultural capital.
The main event during the festival will be ticketed, and will take place at the new location, Store Studios. The event will offer access to catwalk shows, talks and a shopping experience, where designers and their teams will host curated pop-up shops from over 150 international and British brands.
Store Studios on The Strand is currently hosting The Infinite Mix exhibition curated by the Hayward Gallery and has previously hosted the Louis Vuitton Series 3 exhibition, as well as the the Christopher Kane and Thomas Tait runway shows.
BFC's senior events manager Alex Woodfield commented on the move: "The Store Studios is an incredible space that enables us to showcase our events around the demands of the rebrand. Incorporating everything into one space not only cements our influence over London in one central location but also streamlines our onsite delivery."
He continued: "We are excited about what we can bring to a new exciting part of London and as the venue is situated in a key location, it offers brands the opportunity to also venture into new territories without the fear of being too far away from the action."
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