Jigsaw to stage see now, buy now event at London Fashion Week

Jigsaw will stage a show during London Fashion Week for the first time next month. The event will be staged at its King's Road multi-brand designer boutique The Shop at Bluebird and will be live-streamed on Facebook.

The brand will show its AW16 womenswear collection on 16 September and customers will be able to shop the show live as it is streamed on Facebook as part of a "see it, buy it, wear it" initiative.

Chief executive Peter Ruis said Jigsaw had been considering showing at London Fashion Week for a number of seasons, "now that our A line is fully immersed into our seasonal collections, have decided that this is the perfect time to launch the collection on the Fashion Week platform," he said.

Jigsaw is also about to add to its store portfolio (it is currently sold in more than 100 UK stores which are mostly Jigsaw's own stores or concessions in department stores such as John Lewis and Fenwick, as well as on its website) with a new "Emporium" in London's St James's Market development.

The 3,000 sq ft store, due to open in October, will include Jigsaw's own label as well as some of the high end brands sold by The Shop at Bluebird. The Shop at Bluebird's Chelsea boutique and online store currently stock labels such as APC, Bella Freud, Isabel Marant and Self Portrait.

London Fashion Week takes place from 15-20 September at the Brewer Street Carpark in Soho.