With London Fashion Week (LFW) set to take over the capital this weekend, The British Fashion Council (BFC) has announced details of its City-Wide Celebration programme, a 5-day festival of specially curated events and activations open to the public during LFW.
Running from Friday September 17th to Tuesday September 21st alongside the traditional London Fashion Week show schedule, City-Wide Celebration aims to unite London in a celebration of creativity and innovation, with a timetable of diverse events, produced in partnership with key retailers, cultural institutions, and businesses, all designed to showcase and introduce LFW to a whole new audience and community.
With over 100 brands taking part, and over 350 events set to take place, activations and IRL experiences are set to pop-up throughout the city in renowned shopping destinations, with each district set to honour and commemorate all creative aspects of the industry. Chelsea’s celebrations include the return of London’s largest free flower show, whilst Mayfair plays host a month-long celebration of fashion in the capital, and Belgravia will be transformed with a series of beautiful flower installations, displays and experiences.
LFW: Let’s Do London!
New to the schedule this season, City-Wide Celebration is running in collaboration with Limited Edition London, an initiative that is part of the Mayor of London’s Let’s Do London campaign, launched to help encourage visitors back to central London. Limited Edition London offers existing residents and visitors a varied selection of exclusive events, activities and clothing items that can only be accessed in person. The Limited Edition London programme will run from the start of London Fashion Week until the end of November.
In a statement CEO British Fashion Council Caroline Rush says: “We are delighted to welcome London Fashion Week back in a physical format this season and are excited to celebrate the city for everything it has to offer through our City-Wide Celebration. The initiative aims to drive footfall back into the capital while reminding consumers of the vibrancy and excitement of London. With involvement from over 100 brands, stores, hospitality venues and cultural institutions we are looking forward to seeing the whole city come to life.”
Whilst Sadiq Khan, Mayor of London, adds: “London is recognised globally as a leading fashion capital and the unrivalled creativity and diversity of the sector in our city will be vital in helping to drive our social and economic recovery. Many fashion retailers have had an incredibly difficult 18 months which is why I am thrilled to mark the return of London Fashion Week alongside a new City-Wide Celebration. The City-Wide Celebration, together with Limited Edition London will encourage Londoners and visitors back to our city enabling them to enjoy access to unique activities, bespoke in-person events and purchase exclusive clothing.”
ANYA HINDMARCH
Friday 17th September – Tuesday 21st September, 8am – 8pm
Anya Hindmarch, 11 Pont Street, SW1X 9EH
The Anya Fruit & Veg Store is the heart of the Anya Village over LFW. Everything has been made over in classic Anya style with limited edition merchandise available to purchase including baskets, string bags, water bottles, coffee cups, tea towels, aprons and caps. In-store events will include fruit carving workshops and a few special offers.
BROWNS
Friday 17th September – Tuesday 21st September, 10am – 7pm
Browns East, 21 Club Row, E2 7EY & Browns Brook Street, 39 Brook Street, W1K 4JE
Browns will play host to a series of installations including a gallery exhibition at Browns East in collaboration with visual artist Babak Ganjei. The exhibition, entitled ‘Honey Wagon’, is a 44-piece gallery exhibition of his original tongue-in-cheek artworks and neon signs, including a new print art piece, exclusive to Browns.
The Wave Epoch (Trailer)
Guests can also visit Browns Brook Street throughout LFW to experience an immersive room installation, The Wave Epoch by Haroon Mirza & Jack Jelfs featuring GAIKA. The Wave Epoch is a concept album, film and multimedia performance that incorporates music, poetry, incantation, archive material and original video footage. Be transported into a distant future with this multi-sensory experience.
CHRISTIAN DIOR
Friday 17th September 2021, 10am – 7pm
Christian Dior 160-162 New Bond Street, W1S 2UE
Dior Journée Savoir Faire is the opportunity to discover the diversity of professions and know-how within the Maison. Artisans from Paris atelier will be showcasing the craftsmanship of the iconic Lady Dior, Bar Jacket, Haute Couture and Demi Measure suit tailoring on the 15th, 16th and 17th of September 2021.
The House of Dior flagship store on New Bond Street will be hosting a Dior café in the Winter Garden and animations throughout the store.
COS
Tuesday 21st September, 6pm – 9pm
COS Regent Street, 222 Regent Street, W1B 5BD
COS will debut its Autumn Winter 2021 collection this LFW, with a hybrid show digitally live-streamed to all at londonfashionweek.co.uk and cos.com. To celebrate the show and launch of the Autumn Winter collection, COS will host an event at its flagship store on Regent Street. The show will be live-streamed at the store from 3pm and guests will be invited to celebrate with a drink and shop the new season.
ERDEM
Friday 17th, Saturday 18th, Tuesday 21st September, 10am – 8pm
70 South Audley Street, London, W1K 2RA
ERDEM will host late night openings in its South Audley Street store to celebrate LFW and the launch of the latest collection. Guests are invited in store until 8pm throughout the week and will be offered a complimentary gift with every purchase.
JW ANDERSON
Friday 17th September – Tuesday 21st September, 11am – 7pm
JW Anderson, 2 Brewer Street, W1F 0SA
JW Anderson is celebrating LFW with a limited edition ‘Show in a Box’ for guests. Any customer who makes a purchase at their Soho flagship store during LFW will be sent a limited edition JW Anderson Women’s Spring Summer 2022 ‘Show in a Box’ following the collection’s reveal on Tuesday 21st September 2021.
JIMMY CHOO
Friday 17th September – Tuesday 21st September, 10am – 7pm
Jimmy Choo, 27 New Bond Street, London, W1S 2RH
Jimmy Choo will host late night openings at the Bond Street store to celebrate the launch of the latest collection. Shoppers are invited to preview the new collection in store and will be offered a complimentary gift with purchase.
LEVI’S BY LEVI’S x CENTRAL SAINT MARTINS
Friday 17th September – Tuesday 21st September, 10am – 6pm
Levi’s Haus, 41 Great Marlborough Street, W1F 7RG
As part of the Levi’s by Levi’s range which launched in October 2020, Levi’s debuts its collaboration with a trio of MA design talent from Central Saint Martins. Each student – Charlie Constantinou, Juntae Kim and Pip Paz-Howlett – worked with the denim brand to customise and reimagine deadstock product, resulting in a capsule range of vibrant new designs.
The collection is available throughout the month of September exclusively at the brand’s concept store in Soho: Levi’s Haus, London.
MOSIMANN
Friday 17th September – Tuesday 21st September
Mosimann, 11B Halkin Street S, W1X 8JL
Mosimann will be offering exclusive access to its Private Dining Club, founded in 1988. The illustrious Private Dining Club serves light versions of classic international dishes in a former 19th century Scottish Presbyterian church and will offer exclusive 2 and 3 course menus as part of the offering.
MULBERRY
Monday 20th September, 10am – 8pm
Mulberry, 100 Regent Street, W1B 5SR
Mulberry invites guests to its flagship Regent Street store to discover the Mulberry x Richard Malone collection, with refreshments and exclusive gifts with all purchases of the collaboration. Visitors who mention the LFW City-Wide Celebration to store staff will also receive an exclusive signed program from Richard Malone’s LFW show.
OSCAR DE LA RENTA
Friday 17th September – Tuesday 21st September, 12pm – 6pm
Oscar de la Renta 130 Mount Street, Mayfair, W1K 3NY
Oscar de la Renta will be celebrating LFW at its Mount Street store where guests can enjoy their shopping with a champagne reception throughout the week.
PUMA
Saturday 18th September, 10am – 8pm
Puma x Liberty London, Regent Street, Carnaby, W1B 5AH
To celebrate the launch of the new PUMA x Liberty collection, PUMA will be gifting those who purchase an item from the collection with a bouquet of flowers from the PUMA x Liberty in-store branded activation space at Liberty. Consumers can also take a picture in front of a branded backdrop which will form part of the activation.
RÆBURN
Friday 17th September – Tuesday 21st September, 11am – 7pm
Raeburn, Studio 1, The Textile Building, 29A Chatham Place, E9 6NY
Go behind the scenes of RÆBURN’s studio in the heart of Hackney, East London. Guests can get a private tour of the RÆBURN Lab by the talented team and discover the experiential retail space, extensive brand archive and making atelier. They will get a real insight into how a successful responsible design company operates followed by a toast to creativity with a local drink and friendly open discussion.
The tour costs £5 per person with all proceeds going to Off Centre, a fantastic local charity supporting the needs of young people in Hackney.
RIXO
Friday 17th September – Tuesday 21st September, 11:00 – 19.00
104 Kings Road, London, SW3 4TZ
RIXO will be running an in store offer throughout LFW for visitors at its Kings Road store in celebration of the latest collection. Customers will receive a complimentary gift with every purchase made throughout the week.
SAATCHI GALLERY
Friday 17th September – Tuesday 21st September, 11am – 6pm
Saatchi Gallery, Duke of York’s HQ, King’s Road, SW3 4RY
Guests are invited to visit the ‘JR: Chronicles’ at Saatchi Gallery during London Fashion Week. The exhibition features iconic projects from the past fifteen years: from street art, to global large-scale public photography projects & digitally collaged murals. JR’s projects honour the voices of everyday people & the spirit of their communities from around the world.
SALVATORE FERRAGAMO
Saturday 18th and Sunday 19th September, 10am – 6pm
Salvatore Ferragamo, 24 Old Bond Street, London, W1S 4AL
Salvatore Ferragamo will be holding a two day event in the Bond Street boutique, inviting customers to purchase one of a kind product with customised art work, created by an artist on site.
SWAROVSKI
Friday 17th September, 5pm – 8pm
Swarovski 128 Long Acre, WC2E 9AA
On Friday 17th September, guests are invited to join Swarovski at the Instant Wonder store in Covent Garden for a special drinks reception and presentation of the latest collection. Visitors to the store will discover a world of wonder with new pieces from Creative Director, Giovanna Engelbert, which tell a story of a rich brand heritage, love of the arts, and an appreciation of the natural world.
VANISH x PETIT PLI
Friday 17th September – Tuesday 21st September, 10am – 7pm
Vanish x Petit Pli, 88 Regent Street, W1B 5RS
In partnership with Vanish, Petit Pli will host an evening screening of the British Fashion Council x Vanish documentary Generation Rewear at the pop up location on the evening of the 20th of September. Over this September and October, material technology company Petit Pli will be popping up in The Regent Street Edit at 88 Regent Street, joined by a number of other innovative fashion sustainability brands.
The full schedule and map of City-Wide activities taking place can be found on the official LFW website here.
Philip Logan
