Carnaby and Soho to be official destination partners of LFW’s ‘City Wide’ experience
London landlord Shaftesbury is partnering with the British Fashion Council, with Carnaby and Soho set to be official destination partners of London Fashion Week’s ‘City Wide’ experience.
There will be a range of promotions, events, activations and discounts across Shaftesbury’s fashion retail, lifestyle, wellness and food and beverage portfolio in celebration of the campaign – running from 18-22 February 2022.
Samantha Bain-Mollinson, Retail Director at Shaftesbury, commented: “We are delighted to partner with the British Fashion Council for the London Fashion Week City Wide campaign. It is a great opportunity to showcase our amazing tenants and to bring LFW followers to Carnaby and Soho. We are excited to see the influx of people coming to the already thriving shopping and dining destination as a result of the campaign.”
Caroline Rush, CEO of the British Fashion Council, said: “Since its launch in 2019, we have enjoyed watching the City Wide celebration programme grow as more stores, restaurants, bars and cultural institutions get involved, helping to bring the joy of London Fashion Week to the whole city. With over 150 brands participating this season, offering bespoke menus, promotions, parties and workshops, there really is something that everyone can get involved with.”
Carnaby brands involved in the campaign include Metal Morphosis which is hosting an exclusive late night London Fashion Week (LFW) presentation from 7pm-10pm on Sunday 20 February, with free piercings, ear styling, DJ and drinks, while at the Rolling Stones flagship store, RS No.9 Carnaby, there will be a 10% discount on any purchase and a free tote bag and lithograph with any purchase over £150. Customers can also be in with a chance to win a Rolling Stones X Tommy Hilfiger denim jacket worth £140.
Sweaty Betty will be offering a 20% discount on purchases over £150, Just Hype will be offering a 15% discount and gifting a LFW engraved water bottle with every purchase, while also hosting an in-store DJ, and the new Aubin store on Newburgh Street will be offering the chance of a 20% discount on the new SS22 collection that’s just landed, as well as a gift with purchase incentive.
Mallet London will be hosting exclusive late-night shopping on Friday 18 and Saturday 19 February, with a 10% discount for all attendees of LFW who sign up to the Mallet App, and Scotch & Soda are celebrating LFW with a cocktail event on Saturday - featuring a pop-up cocktail bar hosted by Mixtons. The event is set to host stylists, influencers and friends of the brand, all through invite.
Customers will be able to enjoy a 20% discount in-store at PUMA when mentioning LFW, and will be able to preview the launch of the exclusive PUMA ‘High Court’ collection, and Footpatrol on Berwick Street in Soho will be offering a 20% discount to anyone in-store who tags them in an Instagram picture showing what they are wearing to LFW.
Vintage store Dunno Curated will be home to a series of activations every day from 18-22 February, which include styling consultations, hair stylists and an in-store event, and other brands and designers taking part in the LFW City Wide experience include Mark Powell, TOAST menswear, Wood Wood, Nobody’s Child, Han Kjøbenhaven, GANNI, Mor London, Too Faced, War Paint For Men and Cubitts, which will be hosting a drinks event from 5pm on Friday in collaboration with the East London Liquor Company, as well as showcasing its brand new ‘Golden Age’ collection.