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.”
- The Drapers Interview: A new era as New Look sharpens its strategy
- New Look sales and profit plummet