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BFC launches Olympics and London fashion campaign


The British Fashion Council (BFC) has launched an initiative to promote the British fashion industry during the Olympic year, it is to be announced today. BFC Chairman Harold Tillman OBE and London Mayor Boris Johnson have unveiled plans for Fashion 2012 during the opening of London Fashion Week (LFW) earlier today.

Online resource Fashion 2012 will showcase events, exhibitions and activity surrounding fashion throughout next year and be supported by a downloadable app providing event details and links to interactive content and Google maps.

While a number of events and activities are in development, the programme’s list already includes two LFW shows in February and September, exhibitions at the V&A and London Show Rooms’ international showcase to promote BFC designers abroad.

Educating young people on issues surrounding the industry, such as corporate responsibility and the importance of sustainable offerings, is a key objective of the initiative and an educational project in collaboration with Adidas and the BFC’s Colleges Council has also been scheduled.

It is hoped that the move will showcase the level of fashion talent that the city has to offer, following news last month that London has overtaken New York as the fashion capital of the world.

LFW is to open this week and is much anticipated, despite the ongoing economic gloom and related struggles for the retail sector.

Showcasing the work of top designers including Vivienne Westwood, Sass & Bide and Marc Jacobs, the events will appeal to a new generation of shoppers fascinated by luxury brands.

A report released by American Express Business Insight today reveals that fashion enthusiasts, who traditionally rush to shops to view the latest collections have in fact curbed their spending, while spending among ‘average’ British consumers has increased.

The study showed that, while fashionistas decreased their year-on-year spending on luxury fashion by 14 per cent and on mainstream fashion by 17 per cent, the average shopper increased their spending on luxury items by a staggering 27 per cent and on mainstream garments by 2 per cent.

Fashion 2012 is hoping to capitalise on this trend, particularly as global attention focuses on London in the run up to the Olympics.

Tillman welcomed the launch of the programme at such an important time.

“We want to show the world that Britain is the leading force in the global creative sphere,” he commented.

“Our fashion reputation is second to none and we will ensure that reputation is showcased and celebrated to the broadest possible global audience and that there are opportunities for the whole of the industry to get involved and participate.”

Published on Friday 16 September by Editorial Assistant

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