Oxford Street is teaming up with London Fashion Week to promote the shopping Mecca as the “most powerful fashion destination in the world”.
New West End Company, one of the major backers of the campaign, has described the tie-up as the most influential fashion campaign of the street’s 150-year history.
Fifteen fashion flagships on Oxford Street will host a “spectacular array of high-octane fashion moments” from September 1 to 17. Stores including Selfridges, Topshop, River Island, John Lewis, House of Fraser, H&M and Gap will “provide shoppers with a range of exclusive experiences and insider insights into the world of national and international fashion”.
The stores will feature fashion forums, guest star interviews, makeovers, blogging workshops, celebrity pop-up DJs, in-store styling sessions and fashion career mentoring.
Five London Fashion Week designers have been charged with dressing Oxford Street with 75 flags, “each illustrating the very best of the British fashion industry”. The flags, 12 foot in height, will feature autumn 13 catwalk shots from House of Holland, Matthew Williamson, Topshop Unique, Giles and Alice Temperley and will fly for 17 days.
New West End Company campaign director Jace Tyrrell said: “This partnership is a major moment for Oxford Street and will give this iconic street the opportunity to really showcase to the world its fashion credibility. September is a major period of sales outside of Christmas, so what better time to put on the biggest fashion extravaganza the street has ever seen.”
British Fashion Council chief executive Caroline Rush said: “In September, London Fashion Week’s designers will showcase the very best of the UK’s fashion industry, making it the perfect time to stage this celebration on one of the world’s most iconic shopping streets. This partnership brings a unique opportunity for shoppers to experience the excitement surrounding London Fashion Week, and engage with the designers and retailers that make London a leading fashion capital and worldwide shopping destination.”
Matthew Williamson said: “It is such a privilege to be a part of this project, bringing British fashion and designers to Oxford Street, one of the most iconic shopping destinations in the world.”