London Fashion Week is leaving its home at Somerset Home to take up a new venue in Soho.
The 62nd edition of the biannual fashion show will take place in September at Brewer Street Car Park, across two floors. It will host more than 100 designers exhibiting their latest collections to buyers from the UK and around the world, as well as press and bloggers.
The new location was praised by the British Fashion Council as “providing an epicentre for a city-wide fashion celebration with close proximity to major retail spaces”.
Although it sounds like – well – a car park, the venue is in fact an iconic art deco building, designed by architect JJ Joass, which is already being used to host a number of events including art exhibitions and music installations.
Brewer Street Car Park (Source: BFC)
In February the space was used by the BFC and British Council as part of LFW's International Fashion Showcase.
LFW has been at Somerset House since 2009, and the BFC's offices will remain at the iconic buiding on the Strand.
BFC chief executive Caroline Rush said: “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.
“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."
Munira Mirza, deputy mayor for education and culture, added: “Brewer Street Car Park as the host venue is a brilliant development for London Fashion Week.
“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.”
London Fashion Week takes place from 18 – 22 September. The provisional schedule will be announced in July.