BFC names key partner for London Fashion Week in February

The upcoming London Fashion Week (LFW) has a new headline partner. Premium lifestyle beer brand 1664 Blanc has formed a year-long partnership with a series of initiatives starting in February, helping to mark LFW's 40th anniversary as well as its own 360-year celebrations.

Through a “celebration of culturally relevant moments” and a series of fashion collaborations, both brands will “work together to support British designers and creatives, ensuring the best possible experience for participating brands, press and buyers.”

Caroline Rush, chief executive of the British Fashion Council, said LFW “is a showcase of incredible talent in fashion and offers a broader cultural moment for the UK and celebrates London's creative spirit while amplifying our fashion talent.” Worldwide. “We look forward to working with 1664 Blanc to create unmissable moments that highlight just that.”

Dharmesh Rana, director of premium brands marketing at Carlsberg Marston Brewing Company, added that part of 1664 Blanc's success is “due to its strategic partnerships with the global fashion industry.

“As a UK fashion powerhouse, LFW was the obvious partner to get Blanc’s UK launch off to a must-see start. “We look forward to next year as we partner with LFW, among other initiatives, to champion the UK’s emerging fashion talent whilst reflecting the brand’s design-led approach.”