The British Fashion Council has partnered with Getty Images who will become its official supplier, creating and distributing premium content on behalf of the BFC across its annual suite of events.
Under the agreement Getty Images’ photographers will cover all of the BFC’s key events including London Fashion Week, London Fashion Week Men’s, London Fashion Week Festival and The Fashion Awards, as well as other events and launches. All of the imagery will be distributed across Getty Images’ platform making it available across the globe.
In addition Getty Images will create a digital asset management system for the BFC, enabling the storage and sharing of its content as well as creating a British Fashion Council collection on its global platform from which all images will be available to view and download. The collection will launch on 15 September.
Getty Images director of entertainment EMEA Lisa Marie Rae said the partnership would help “achieve greater global exposure for British fashion“. “As the premier producer and distributor of luxury imagery and video we are committed to showing British fashion at its best, and taking the country’s talent – from iconic, heritage brands to promising emerging talent – to an even broader international audience,” she said.
The partnership launches with the upcoming London Fashion Week (14-19 September) where Getty Images will have dedicated BFC photographers and editors onsite ensuring content is created and made available in “close to real time” for the organisation’s partners, designers and press.
“This partnership will deliver a new level of quality, choice and speed to our ever-increasing audience of stakeholders including press, designers, sponsors, and ultimately expanding our global consumer reach,” said BFC commercial director Jenico Preston. “Getty Images photographers have been capturing London Fashion Week for years, and in an increasingly visual world this partnership will make British fashion more accessible than ever.”