The onsite pop-up at Somerset House will feature an edit of some of the creative industry’s most exciting names.

The Shop, a concept store that will launch on Friday 13th September and be open through to Vodafone London Fashion Weekend, aims to be an opportunity for collaboration and exploration; a creative environment for brands to sell product to a highly targeted consumer audience made up of trade and industry insiders (LFW), and a hungry trend-driven audience (VLFW).

Set across two rooms in the West Wing of the ground floor of Somerset House, The Shop will house AW13 ready-to-wear, accessories and shoes by brands including Markus Lupfer, Bella Freud, Sophia Webster, Prism, Dominic Jones, Zoe Jordan, Lulu & Co. and House of Holland.

The space will be designed by Robert Storey, one of the brightest names in set design with the logo created by world renowned artist, Sir Peter Blake.

The Shop will also play host to a series of pop-up events and will be open to the public. These include flash sales, musical performances, readings, interviews and guest appearances.

“It’s been wonderful to get behind this exciting project – one that emphasises the importance of developing a space within which so many interesting and talented creatives from around the UK can showcase their work together.” - Artist, Sir Peter Blake

Participating designer, Zoe Jordan, commented: "it is an exciting opportunity to be part of a breakthrough event during LFW and included amongst such as strong collective of creatives. It’s an opportunity for us to spearhead the contemporary designer movement in London and to experience the intimacy of having our own boutique."

Caroline Rush CEO, British Fashion Council, commented: “The Shop at London Fashion Week will be the first of its kind and will present capsule collections from eight of the biggest names in British contemporary design.

"With the creative conceived by one of the world’s most renowned British artists and the space crafted by one of the most exciting names at the helm of set design, this project celebrates UK-based talent from varying disciplines bringing it together in a living, breathing space.”

British Fashion Council