For the first time in its history, London Fashion Week (LFW) will be screened to more than 35 million people across the country in a new collaboration between the British Fashion Council and Ocean Group.
In a UK media first, exclusive footage from the shows of top designers including Temperley, Ashish and Osman will be screened across 60 Ocean and Signature Outdoor digital out of home sites in Birmingham, Bristol, Edinburgh, Glasgow, Leeds, Liverpool, Manchester and Newcastle a nd on four locations in London including Canary Wharf, Holland Park roundabout, Two Towers West and Westfield London.
The campaign breaks with a LFW countdown on February 15 and runs until February 23. It was planned by the British Fashion Council, BBH and Ocean. Content will also include live streams from six catwalk shows.
Caroline Rush CBE, CEO, British Fashion Council said: “Collaborating with Ocean means we are able to bring London Fashion Week to more people than ever before. With more conversations taking place around involving the consumer in fashion weeks this is the perfect opportunity to open up parts of LFW to the public not just in London but across the country.”
Ocean CEO Tim Bleakley said: “Our partnership with the British Fashion Council builds on previous innovations which allowed us to present the UK’s first shoppable billboard in association with Twitter and Top Shop and broadcast the AW15 Hunter Original London Fashion Week show across The Grid. This new venture amplifies the attention afforded by London Fashion Week, allowing designers and brands to reach significantly wider audiences across the Ocean portfolio.”
Opening on February 19, London Fashion Week AW16 returns to showcase 83 designers on a schedule that boasts some of the world’s most influential creative talent.
Alongside live streams, special preview content across Ocean screens will celebrate the talent and variety of designers showing on schedule, followed by daily round ups of all the show events and highlights during the week itself.