Sponsors reveal brand activations for London Fashion Week

Brands such as American Express, Maybelline and Toni & Guy have revealed their live experience plans for London Fashion Week (LFW) AW16, which is taking place from 18-23 February.

Much of the brand activity will take place in Brewer Street Car Park
Much of the brand activity will take place in Brewer Street Car Park

Pop-up brand activity will be hosted for the second year in Brewer Street Car Park in Soho.

Presenting partner Sunglass Hut will be offering accredited guests the chance to personalise their London Fashion Week tote bag designed by House of Holland, and they will receive their own customised sunglass case.

American Express will host press and buyers to the fashion event in a dedicated lounge space. The finance brand will provide a working area, wifi and refreshments to all accredited guests.

American Express will also be providing the Amex Insiders - the onsite concierge service that will be available around LFW.

Maybelline New York will also create a lounge for guests to enjoy expert tutorials and make-up refreshers, while Toni & Guy’s on-site salon, in collaboration with Label.m, will provide complimentary re-styles, cuts and blow-dries.

Watchmaker Swatch is sponsoring an info desk - the Swatch Timeline - that will provide up-to-the-minute information on shows, schedules and queries.

Outside of Brewer Street Car Park and on the party scene, Marks & Spencer will be hosting an evening celebrating a 'Unique Collaboration', while the Cambridge Satchel Company will be holding a Secret Garden Party within its Covent Garden Townhouse. River Island is to premiere a new fashion film, created in partnership with iD magazine, on the Sunday, and Elle will wrap the week with its Style Awards in association with H&M.

Event reported yesterday (4 February) on Lavazza's plans for LFW, which includes a designer hook up with Chinese creative Ryan Lo.

More: Sunglass Hut to #PunkItUp for London Fashion Weekend

In pictures: Lavazza's free coffee drop during Fashion Week

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