The British Fashion Council (BFC) is delighted to announce the launch of London Fashion Week Presented by Clearpay (LFW). Running from Friday 17th to Tuesday 21st September 2021 as a digital-physical hybrid, the event brings together a line-up of 130 brands into one schedule, with 79 physical and 81 digital activations. In addition to the schedule, another 90 designers will activate through their LFW profiles, with a total of over 240 profiles live on the platform. The digital platform, which launched in June 2020, continues to be the Official LFW Hub, hosting evergreen multimedia designer content accessible to both industry professionals and global fashion consumers alike.
The digital DiscoveryLAB in collaboration with TONI&GUY aims to support very emerging and promising designers, allowing them to gain exposure as part of the digital LFW Hub, while the LONDONshowROOMS will continue to support designers with a dedicated stream on the website’s explore page and inclusion in a dedicated sales email campaign to retailers. NEWGEN’s Principal Partner TikTok is hosting a Show Space for the NEWGEN designers at The Old Selfridges Hotel and has been working with Henry Holland as Creative Producer. During LFW, TikTok will also be hosting a series of exclusive workshops, panel discussions and events in the venue for TikTok Creators.
The Clearpay Collective is a collaborative initiative between Clearpay and the BFC, bringing together innovative talent shaping the future of fashion, including Halpern and KNWLS. The Clearpay Collective will produce a range of exclusive fashion designs, unique shopping experiences, shoppable showcases and designer-led content to celebrate London Fashion Week this September 2021. KNWLS will be offering consumers a ‘virtual front row seat’ to the showcase of the new collection at LFW this September, which will include an exclusive ‘See Now, Buy Now’ shoppable moment in partnership with The Clearpay Collective.
The BFC brings back its City-Wide Celebration programme, a full schedule of events and activations open to the public over LFW. Running from Friday 17th to Tuesday 21st September alongside the LFW show schedule, City-Wide Celebration aims to unite London in a festival of creativity and innovation, with activities from over 100 brands and over 350 events in partnership with key retailers, cultural institutions, and businesses, opening London Fashion Week to new audiences and communities.
