More changes are afoot in London. The British Fashion Council is rebranding London Fashion Week and London Fashion Weekend as the London Fashion Week Festival, WWD reports.
What is London Fashion Weekend, you ask? It’s a now four-day, ticketed, consumer-facing event meant to court consumers, as LFW and London Fashion Week Mens (formerly London Collections: Mens) are both industry events. It’s a festivus for the rest of us, if you will. The Weekend is being extended to include more events and ways to engage the public.
“London Fashion Week Festival is a natural continuation of the increasingly popular London Fashion Weekend,” Caroline Rush, the CEO of the British Fashion Council told WWD. “There will be a lot of different ways for the public and businesses to get involved.” Essentially, they’re looking to make the Weekend even more profitable. It's smart to market it alongside LFW, as the industry event is certainly enticing to the average fashion fan. LFW might translate to promotion, but it's the Fashion Weekend that brings in the bucks.
In other news, the BFC is also changing venues (again) to The Store Studios at 180 Strand, a location much closer to BFC’s HQ. They’ve already road-tested it as well—The Store Studios is where the recent men’s shows were held.
London Fashion Week will run from February 17th to the 21st, and London Fashion Week Festival will begin on the 23rd and run until the 26th. Tickets will be available online from Tuesday, November 1st.