SME signs five-year Fashion Council deal

Single Market Events (SME) has marked its 17th year as organiser of London Fashion Week (LFW) by signing a five-year deal with the British Fashion Council (BFC).

Single Market Events (SME) has marked its 17th year as organiser of London Fashion Week (LFW) by signing a five-year deal with the British Fashion Council (BFC).

The contract, which will see SME organise 10 seasonal outings for the bi-annual catwalk and trade event, was awarded following the appointment of the former Rubicon boss Hilary Riva as chief executive at the BFC.

The first show as part of the deal took place from 11-16 February at the Natural History Museum in London.

SME managing director Tim Etchells said: “Every season is different, with new challenges. The layout and look must continue to be different.

“The project is so high profile and we enjoy doing it. This year we’re competing with other events across London, such as On Off, which takes place at the Royal Academy of Arts.

“Currently it seems to be the trend to have two or three events running at once, but this is good news as it’s no longer seen as competitive but collaborative instead.”

LFW attracted debut sponsors last month including the first beer to have sponsored the event, Peroni Nastro Azzuro, and shopping development Westfield, due to open in west London later this year.

“It’s vital to get the right brand fit. A venture such as Westfield wants to be linked with fashion through Fashion Week. It’s a nice synergy,” added Etchells.

Also debuted at last month’s LFW was Event Advantage Solutions’ (EAS) electronic badging system. Peder Berg, EAS managing director, said: “Through a series of online registration, electronic pdf badge distribution and onsite wireless real-time scanning, we saved around £10,000 on mailing costs. An innovative project like this is great as we feel we’re not just servicing the industry but also contributing to it.”


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