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Louis Smith kicks off menswear campaign for LCF

Olympic medallist and Strictly Come Dancing winner Louis Smith is spearheading a London College of Fashion campaign to promote menswear as a key part of British culture.

Smith, who took home gold at the London Olympics last summer, will star in the first in a series of seven films as part of a campaign dubbed LCF Men. The remaining six will feature names from the worlds of design, retail, media, music and entertainment, and will be published every few days throughout January to coincide with London Collections: Men.

LCF Men: Louis Smith on men's fashion

Frances Corner, pro vice chancellor of LCF, said: “As a leading protagonist both in education and in the fashion industry, we want to head the debate about why menswear is so important, both culturally and economically to British society.”

LCF is looking to encourage debate about the topic via its Twitter handle @LCFLondon, using the hashtag #lcfmen, its Facebook group and the YouTube channel artslondonfashion.

The full series can be viewed at



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