British designers selling pre collections in London next month will now have the backing of the British Fashion Council.
Pre collections have gathered momentum and play a vital role in the growth of fashion businesses with the selling period often lasting several weeks.
In a statement, the BFC said it will leverage interest from guests attending London Collections Men (12-15 June) in addition to driving womenswear buyers and press by throwing the spotlight on initiatives supporting pre collection activity from the June 15 to June 17.
“The designer fashion sector has responded to the demand for collections that fall outside the traditional spring/summer and autumn/winter period with collections that in some cases now account for up to 70 per cent of sales for some fashion brands. It’s important that we celebrate the designers that are selling pre collections in London and make it a date in the diary for press and buyers from all over the world,” Caroline Rush, chief executive of the BFC said.
Chair of the BFC press committee and editor-in-chief of 10 Magazine, Sophia Neophitou-Apostolou has been spearheading the activity in her BFC role, added: “These collections often represent possibly the most commercially successful section of a designer’s collection. I really feel that trying to find a way to help showcase this effectively is the future of our fashion landscape, a new chapter of understanding how to build a commercially successful brand without compromising everything London fashion stands for: innovation and creativity uncompromised.”
Over the two days between June 15 and 16, in a collaboration with The Hoxton, the BFC will launch The Hoxton Collective, a brand new showroom in The Apartment at The Hoxton, Holborn. The showroom will feature a curated group of collections from ready-to-wear designers including Alexander Lewis, Huishan Zhang, Marques’Almeida, Phoebe English and Zoë Jordan.
Designers including Alexander Lewis, Amanda Wakeley, Bora Aksu, Isa Arfen, Issa, Jonathan Saunders, OSMAN, Preen by Thornton Bregazzi, Peter Pilotto, Roksanda, Roland Mouret and Rupert Sanderson will host showrooms, presentations and salon shows in what is to become a focal period for pre collections making it easier for buyers to do business in the capital.