LFW relocating to Soho for SS16

London Fashion Week is
moving from Somerset House where it has been held since 2009 to the Brewer
Street Car Park in Soho for spring/summer 2016 to be in “close proximity to
major retail spaces”.

The move, which is being hailed as a “brilliant development” for LFW by
the Mayor of London’s office, will see the 62nd edition of London Fashion
Week spanning two floors of the Brewer Street Car Park, not far from Regent
Street and Oxford Circus, to become the new central LFW venue hosting the
BFC Show Space and the Designer Showrooms, as well as space for LFW guest
registration, a photographers’ area and press, buyer and sponsor spaces.

Munira Mirza, deputy mayor for education and culture, said: “Brewer
Street Car Park as the host venue is a brilliant development for London
Fashion Week. With its position in Soho, it is at the heart of an area that
has long been associated with fashion and creativity in general. I am sure
the move will literally drive even more interest in one of the most
important sectors for our economy.”

London Fashion Week moving to Brewer Street

This will mark LFW’s fifth location, having previously been held at
Somerset House, the Natural History Museum, Duke of York Square and
Battersea Park, and the move to Brewer Street is part of LFW’s plans to
“increase its footprint across the capital”, according to a press statement
released by the British Fashion Council.

Caroline Rush, chief executive of the British Fashion Council added:
“The long term growth of the UK’s designer fashion market is reflected
geographically in this move that will see London Fashion Week designers
showcasing collections in one of London’s most vibrant, diverse and
creative hubs set within a mile of Bond Street, Dover Street, Mount Street,
Oxford Street and Regent Street.

“The new and exciting venue has already been dubbed as Brewer Street’s
‘Fashion Park’ and will offer freedom and flexibility to designers who will
be able to transform the show space to reflect their own aesthetics and
identity.”

Brewer Street Car Park dates back to 1929 and stands as an iconic art
deco building designed by architect JJ Joass, and this won’t be the first
time the venue has hosted catwalk shows, Henry Holland showed his House of
Holland collections here for a number of seasons, and last season the BFC
and British Council used the space to exhibit over 110 emerging fashion
designers from nearly 30 countries as part of the International Fashion
Showcase, the largest LFW exhibition that is free and open to the public.

The provisional schedule for spring/summer 2016 is expected to be
announced week commencing July 20, and it will be interesting to see if
some on-schedule designers who have previously showcased their collections
in the main show space decide to opt for an off-site venue for next season.

This move follows last month’s announcement that the Sunglass Hut would
be the new principal sponsor, succeeding Vodafone which had been the
headline sponsor for seven seasons. Other official sponsors include
American Express, DHL, eBay, London Evening Standard, Maybelline New York,
The May Fair Hotel, Mercedes-Benz, Swatch, Scavi + Ray, Toni & Guy and
Topshop.

London Fashion Week SS16 will take place from September 18-22.

Image: Brewer Street Car Park

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