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New Look partners with London Fashion Week

London Fashion Week day5

New Look has become an official partner of London Fashion Week (LFW), teaming up with the British Fashion Council (BFC) to support the event in a bid to “boost its fashion credentials”. 

The partnership will kick off at the autumn 18 womenswear catwalks at London Fashion Week this September.

The retailer, which has experienced a fall in sales and profits recently, has launched a strategy to speed up its delivery on trends, reduce its reliance on discounting, cater to a more specific, younger customer and improve value for money. 

In addition to an on-schedule launch party for LFW, New Look will also produce a celebratory 20-piece womenswear collection, “The Edit” of “key pieces curated by the in-house design team”, comprising clothing, footwear and accessories, which will be available from September.

There will be in-store events across the country, and the retailer will also run competitions for customers to win access to LFW.

Commenting on the sponsorship, New Look CEO Anders Kristiansen said: “This iconic international fashion moment provides the perfect platform for us to offer our global audience style inspiration and demonstrate who we are as a brand – our personality, individuality and dedication to self-expression – as we continue to elevate our fashion credentials.

Caroline Rush, chief executive of the BFC, said the partnership will move LFW increasingly closer to the everyday fashion consumer: “Our partnership will take London Fashion Week to a fashion-savvy global audience. New Look’s positioning of female empowerment and inclusiveness are brand objectives that we align with and we look forward to helping empower a younger generation through fashion.”

 

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