London Fashion Week’s bold, brilliant ode to Soho

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Spring/summer 2016 sees London Fashion Week relocate to London’s most fast-paced neighbourhood, Soho. To mark the move from the historic Somerset House, which had been home for nearly six years, to the altogether more accessible, vibrant and modern environs of Brewer Street Car Park, the British Fashion Council worked with BBH London to harness the power of World Slam Poetry Champion Harry Baker’s Vive Le Soho Freak! with a colourful, evocative tour of the streets surrounding the new destination, including Golden Square which during the event is home to an outdoor screen and sponsors’ stands. Soho is experiencing rapid change, provoking passionate responses for and against, but the eclectic characters that populate its streets still reign. By focusing on the people in the story, hinting at their stories and secrets via fleeting interactions, the resulting film is pure brilliance: simple, smart and bold, it instantly communicates what feels like a bold new direction for London Fashion Week. Love.

London Fashion Week runs from September 18-22, at Brewer Street Car Park, Brewer Street, Soho, W1

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