LFWM #Discovery digital campaign to support BFC's mission

The campaign will share exciting content from London in Milan through a digital installation at the London show Rooms, before moving on to Paris. This will be followed by Shanghai and Seoul, whose future activations will be announced in the coming months.

In London this season, Wales Bonner will be back on the LFWM schedule with other show highlights which include Martine Rose, nominated in the British Designer of the Year Menswear & Urban Luxe categories at The Fashion Awards 2019; Charles Jeffrey Loverboy, BFC/Vogue Designer Fashion Fund Nominee and Newgen recipient; Bethany Williams, winner of British Emerging Talent Menswear at The Fashion Awards 2019 and shortlisted for the 2019 LVMH Prize; Edward Crutchley, winner of the 2019 International Woolmark Prize and shortlisted for BFC/GQ Designer Menswear Fund. Newgen recipients include Art School, Nicholas Daley, Paria /Farzaneh, Per Götesson and Stefan Cooke. Ahluwhalia Studio and Bianca Saunders will both host presentations in the DiscoveryLab.

Further highlights and events in London include BFC and Alexander James Present: One More Slope, a creative installation in collaboration with British emerging artist Alexander James in partnership with BFC New Wave: Creatives talent on January 6, highlighting the relationship between the creative industries by celebrating not only fashion designers, but also the broader creative community who all play a vital role in our industry’s culture and reputation.

For the duration of LFWM, A-Cold-Wall will further host a creative experience as part of the official schedule. British tailoring and heritage Savile Row brands Huntsman and Hackett will also host presentations. Huntsman will showcase their archives alongside a new Bespoke Tweed Service and RTW capsule collection over the duration of LFWM, while Hackett will further host a presentation on Monday in their newly opened store on Savile Row. Returning this season will also be the DiscoveryLab, a creative space hosting exclusive experiences combining the worlds of fashion, tech, art and performance located at the Truman Brewery.

Showcasing the depth and breadth of LFWM collaborations around the city, Carhartt x APC and Nicholas Daley will both celebrate with evening events on January 4. On January 5, Bianca Saunders will host a party showcasing her AW20 ‘Videolight’ collections, while wrapping up LFWM in style on January 6 there will be a dinner hosted by Dylan Jones and British GQ together with Jack Guinness in association with Hackett.

For the first time the BFC will be collaborating with Camera Nazionale della Moda Italiana (CNMI) for a special activation on January 11-13, during Milano Fashion Week Men’s (MFWM), that will bring together young British creative talent with the best of Italian manufacturing in the hotbed of commerciality of Milan.

Taking place on January 4-6, 2020, LFWM dates fall very close to the New Year. So, for this season, the BFC has taken the opportunity to shine a light on British talent through an international activation in Milan including a catwalk show, designer showrooms, digital installations and events.

During MFWM, A-Cold-Wall, the BFC/GQ Designer Menswear Fund & Newgen recipient, will show their A/W 2020 collection at the Palazzo del Ghiaccio. While located at Spazio Savona 56, the London show Rooms will host an art installation designed by The Mill and produced by YouConcept, bringing the story of LFWM to new audiences. BFC and CNMI will present a selection of designers, both British and Italian, who share a special affiliation with London and will host an evening cocktail for Italian fashion manufacturers and textile companies.

This special project is realised by CNMI in collaboration with the BFC and Confartigianato Imprese with the support of the Italian Economic Development Ministry and Foreign Trade Agency. This project, funded by the government and the Italian Trade Agency (ITA), was conceived by Stefano Martinetto, chief executive and co-founder of fashion business accelerator, Tomorrow, as a way to further showcase the entrepreneurial creative talent that London has to offer the industry. Martinetto brokered the deal between the BFC and CNMI, bringing the two parties together as a show of unity.

“We fully believe in the strength of British menswear and with our digital campaign #Discovery, we’re bring LFWM to life on a global stage. With the show dates being early in January this season, we’ve decided to celebrate LFWM in further international territories with a significant partnership with Milan, working across cities in collaboration with Camera Nazionale della Moda Italiana. This partnership presents an amazing opportunity to champion British businesses and give exposure to the brilliant talent that London has to offer but we encourage you all to join us in London on January 4,” said Dylan Jones, BFC menswear chair.

“We are very pleased about this year’s collaboration with the BFC. The collaboration between both institutions is a precious opportunity for both of us to establish a bridge between our cultures and to create a lasting relationship that will surely be enriching for all parties involved. This project will give CNMI the opportunity to expand our borders and to make Milan’s Men Fashion Week even more international. Having the chance to host international-becoming stylists in Milan is an honour for us and we are happy to prove we are up to this task. We hope that the possibility to observe and get to know the promising students that will arrive from the United Kingdom will allow everyone to have a peek at what the new generations are developing and will give us insights on future trends. As CNMI we are very looking forward to embrace the international audience to Milan and to make everyone feel welcome during Milan’s Men Fashion Week,” said Carlo Capasa, president of Camera Nazionale della Moda Italiana.

The British Fashion Council (BFC) was set up in 1983 to promote British fashion internationally and co-ordinate this promotion through fashion weeks, exhibitions and showcasing events. The BFC now supports designers beginning at college level and extending to talent identification, business support and showcasing schemes. The BFC showcasing initiatives and events include London Fashion Week, London Fashion Week Men’s, London show Rooms, International Fashion Showcase and the annual celebration of creativity and innovation in the fashion industry: The Fashion Awards.

Camera Nazionale della Moda Italiana (CNMI) is a no-profit association founded in 1958 to represent, promote and support the values and development of Italian fashion in Italy and worldwide. Based in world fashion capital Milan, the association represents around 220 Italian brands.

CNMI members include some of the biggest names in Italian fashion, such as Armani, Bottega Veneta, Emilio Pucci, Etro, Fendi, Gucci, Missoni, OTB, Prada, Roberto Cavalli, Salvatore Ferragamo, Trussardi, Valentino and Versace.

Fibre2Fashion News Desk (PC)