London fashion Week to unveil new looks in edition of February

The British Fashion Council (BFC) is unveiling a new look for London Fashion Week this February with both the catwalk and exhibition spaces being housed in one tent on the east lawn of the Natural History Museum.
This new format is part of a strategy to help visitors maximise their time in London. The 21 shows in the tent will increase opportunities, for this global fashion audience, to see the talented designers within The Exhibition at London Fashion Week, including BFC initiatives NewGen, supported by Topshop, and Estethica, sponsored by Monsoon.
In line with this On|Off moves to the Science Museum, adjacent to the Natural History Museum and the Fashion Scout catwalk continues to be housed next door at Baden Powell House on the corner of Cromwell Road and Queen’s Gate.
Hilary Riva, Chief Executive of the British Fashion Council commented: “In order to accommodate 51 shows in a womenswear schedule which is a day shorter, every effort has been made through show scheduling, this new format and working with other fashion showcases, to create a central hub. This will reduce travelling time and give all visitors the best opportunities to see an increased number of designers during their stay.”
London Fashion Week is one of the UK’s highest profile events. Organised by the British Fashion Council and funded by sponsors including Canon Europe, which has been headline sponsor for seven consecutive seasons, the event is worth £20 million to the London economy in terms of direct spend and generates orders in the region of £100m. London’s global reputation is a hotbed of world class emerging design talent; the British Fashion Council aims to identify, support and nurture that talent to develop profitable businesses based in London.
The exhibition at London Fashion Week will open at 10am, Saturday 21st February and run until Tuesday 24th February. Womenswear shows will run from Friday 20th February until Tuesday 24th February. A new menswear showcase will run on Wednesday 25th February. Buyers and interested fashion media are welcome to attend the exhibition.