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Anya Hindmarch changes LFW strategy

British accessories brand Anya Hindmarch is scrapping its traditional biannual fashion week show format in favour of four large-scale annual events designed to engage both the industry and consumers.

Plans for a project during London Fashion Week in February are underway, which will spotlight a new “see now, buy now” strategy.

The brand said the other events will not necessarily all be based in London.

Its contribution to London Fashion Week will “most definitely be in line with the scale of the show with, we anticipate, more impact and a modern way of thinking”, it said in a statement.

Hindmarch currently sits on the board and is a non-executive director for the British Fashion Council, which organises LFW.



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