LONDON, U.K. Hooray for London Fashion Week! In the face of all this adversity, doom, gloom and downright depressing state of affairs London Fashion Week is stepping up its game. It’s no secret that the industry generally regards London as the poor cousin to the other big three (Paris, Milan & New York) on the international fashion circuit but Harold Tillman (chairman of the British Fashion Council) has been determined to readdress the balance.
And here’s how…
The Location
The British Fashion Council announced that London Fashion Week will relocate to the elegant surroundings of Somerset House. Previous homes during the past 25 years include the Natural History Museum South Kensington, Duke of York’s on the King’s Road, Olympia and Battersea.
On the move Harold Tillman commented: “Somerset House is a historic location that will provide a beautiful setting to this cutting edge trade event. We are pleased to be working in partnership with Somerset House to develop London Fashion Week’s profile and offer to designers, utilizing the architecturally interesting spaces to make the venue our new home.”
In conjunction with LFW this September Somerset House will also be kicking off a major exhibition by SHOWstudio.com
The Designers
Major coo the British Fashion Council welcomes super brand Burberry back onto the London Fashion Week schedule. After years of showing in Milan Burberry confirmed that it will be showing its main Prorsum collection in its home city.
All too often designers would outgrow London Fashion Week, in need of international business development they would flee to the likes of Paris and New York to gain those all important buyers. Stella McCartney, Alexander McQueen, Vivienne Westwood, Luella Bartley and numerous others moved and successfully expanded their businesses.
Recently Anna Wintour, editor-in-chief of American Vogue, was asked what she would do to revitalize London Fashion Week and she said that getting big British brands such as Burberry back on board would pull in key press and buyers to London. Harold Tillman is of course, “delighted” that the globally successful heritage brand is returning to the capital.
On the move Christopher Bailey, Creative Director of Burberry, said:
“London is our home – it’s the heart of this global luxury brand and the centre of all our creativity. We are so excited to be showing during London Fashion and particularly to be part of its historic 25th anniversary.
JoJo Iles.
