London Fashion Week Takes Soho
27-04-2015
Joâo Melo Costa SS15 Photo by Chris Daw
Come Spring/Summer 2016, the two full floors of Brewer Street Car Park based in Soho will be transformed, playing base host to the biannual fashion event. The space will accommodate over 110 of the best established and emerging designers over the 5-day event, offering multiple catwalks, showrooms and flexible lounges for industry press and showgoers. The space will also see a greater increase of public involvement, offering a series of free talks and seminars to those unable to attend shows.
The move comes after CEO Caroline Rush announced ongoing plans of hosting within the West End. “Brewer Street Car Park as the host venue is a brilliant development for London Fashion Week. With its position in Soho, it is at the heart of an area that has long been associated with fashion and creativity in general.” Munira Mirza, Deputy Mayor of Education and Culture commented.
Although seemingly not as exteriorly extravagant as Somerset House, which has played a significant home to London Fashion Week since 2009, the move to Brewer Street Car Park hopes to bring designers a step closer to key London retailers and be the next big step in the evolution of the biannual fashion event. The art deco building dates back to the early 1900’s and has become a favourite for pop-up exhibitions and art installations. Quickly becoming identified as the “Brewer Street Fashion Park”.
“The long term growth of the UK’s designer fashion market is reflected geographically in this move that will see London Fashion Week designers showcasing collections in one of London’s most vibrant, diverse and creative hubs set within a mile of Bond Street, Dover Street, Mount Street, Oxford Street and Regent Street.” BFC CEO Caroline Rush commented.
What do you think of London Fashion Week relocating? We asked some of the FashionCapital team for their views:
“I was just getting used to Somerset House and surrounding spots to do write-ups in-between shows but it will be interesting to see how they transform the car park! There was so much focus on the free talks and catwalk shows that the set ups in Somerset House looked so empty – which is a shame as you can actually see the garments for all they are when they’re in the exhibition spaces.” – Zoe Barrow, Marketing Assistant, FashionCapital
“There’s something about the architecture and setting of Somerset House that gives LFW its grand stature and sense of world beating fashion event of the season, etc. A dark car park, with cold concrete flooring and restricted entrance/exit doesn’t really cut it…no matter what the publicity says!!” Paul Markevicius – Senior Journalist, FashionCapital
“I attended the International Designer platform at Brewer Street Car Park last February and while my eyes were filled with some fantastic designs the venue was rather damp and dark. However, I am all for trying new things and I am sure the BFC will magically transform the space, plus it’s located in the heart of Soho, home of the media & creative sector as well as some of the best restaurants, bars and retail in London. I look forward to what will be a new LFW experience!” JoJo Iles, Editor, FashionCapital
London Fashion Week takes place 18 – 22 September 2015.
The British Fashion Council’s head offices will still be based within Somerset House.
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