THE British Fashion Council has announced that London Fashion Week will have a new central location for its September showcase: Brewer Street car park in Soho. Previously based in “the tents”, as they are known, in the courtyard of Somerset House, the BFC hopes that the move will “increase its footprint across the capital”.
“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,” said Caroline Rush, CEO of the BFC, this morning. “The new and exciting venue has already been dubbed as Brewer Street’s ‘Fashion Park’ and will offer freedom and flexibility to designers who will be able to transform the show space to reflect their own aesthetics and identity.”
The operational car park, which is in the heart of Soho and next to the newly regenerated Great Windmill Street, may seem a surprising move to some, given the narrow dimensions of Brewer Street, but Munira Mirza, deputy mayor for education and culture, believes it is a natural fit.
“Brewer Street car park as the host venue is a brilliant development for London Fashion Week,” he said. “With its position in Soho, it is at the heart of an area that has long been associated with fashion and creativity in general. I am sure the move will literally drive even more interest in one of the most important sectors for our economy.”
It won’t be the first time that a fashion show has been held in the space. House of Holland, Richard Nicoll and Antonio Berardi have showcased their ready-to-wear collections in the art-deco building, which was designed by architect JJ Joass and built in 1929.
By Scarlett Kilcooley-O’Halloran