London Fashion Week designers are being showcased in South Korea through a collaboration with multi brand retailer BoonTheShop.
The project, supported by the GREAT Campaign, showcases eleven British designers coinciding with London Fashion Week, which takes place digitally from today (Friday 19 February) to Tuesday 23 February 2021.
Taking part in the activation are Alessandra Rich, Alighieri, Charles Jeffrey LOVERBOY, ERDEM, JW ANDERSON, Rejina Pyo, Victoria Beckham, Christopher Kane, Stella McCartney, Rokh and WALES BONNER, representing some of the best current British talent.
The showcase takes place in store and online, on the newly relaunched website, boontheshop.com. The designers were chosen due to their commitment to innovation and positive change, either with their use of sustainable materials or the social responsibility they carry through their brands.
BFC CEO Caroline Rush said: “We are delighted to work with BoonTheShop and the GREAT Campaign to highlight British designers in Seoul to coincide with this season’s digital London Fashion Week. BoonTheShop has always been at the forefront of innovation and a strong supporter of British fashion, hence why this collaboration made sense. We look forward to promoting these wonderful creatives over the next few days with the help of our London Fashion Week Ambassador in Korea, Mr Yun-Kee Jeong.”
BoonTheShop Senior Vice President DJ Kim added: “At BoonTheShop, we are pleased to be part of the BFC’s plans to promote creative British talent abroad. We are equally thrilled to introduce this wonderful project with Mr. Yun-Kee Jeong, the first Korean Ambassador of London Fashion Week and a long-time friend of BoonTheShop. We support the proactive agenda put forward by the BFC, especially in these challenging times, which helps maintain the competitiveness of British fashion and the creativity it brings to a global audience. The collaboration between BoonTheShop and LFW will play an important role in discovering and showcasing innovative British brands and building a broader community around the world.”
The installation will take place at BoonTheShop, Apgujeong-ro 60gil 21, Gangnam-gu, Seoul and to mark the launch of the project, BoonTheShop created a short film featuring YunKee Jeong, LFW Ambassador in Korea. The film is available to watch here.
London Fashion Week, which is sponsored by Clearpay, is taking place in a digital-only format this season due to the global pandemic.