The British Fashion Council (BFC) is delighted to announce that London Fashion Week presented by Clearpay is landing in Seoul, South Korea through a collaboration with multi brand retailer BoonTheShop. The project, supported by the GREAT Campaign, showcases eleven British designers coinciding with London Fashion Week, which takes place digitally from Friday 19th to Tuesday 23rd February 2021. Taking part in the activation are Alessandra Rich, Alighieri, Charles Jeffrey LOVERBOY, ERDEM, JW ANDERSON, Rejina Pyo, Victoria Beckham, Christopher Kane, Stella McCartney, Rokh and WALES BONNER, representing some of the best current British talent.

The showcase takes place in store and online, on the newly relaunched website, from 19th to 23rd February and highlights a unique selection of British talent leading the way in terms of innovation and positive change, either with their use of sustainable materials or the social responsibility they carry through their brands. The project was made possible with the generous support of the GREAT Campaign and is the first ever collaboration between BoonTheShop and London Fashion Week. To launch the project, Boon the Shop create a short film featuring YunKee Jeong, LFW Ambassador in Korea. The film is available to watch here (link to LFW platform)

Caroline Rush, Chief Executive BFC said: “We are delighted to work with BoonTheShop and the GREAT Campaign to highlight British designers in Seoul to coincide with this season’s digital London Fashion Week. Boon the Shop has always been at the forefront of innovation and a strong supporter of British fashion, hence why this collaboration made sense. We look forward to promoting these wonderful creatives over the next few days with the help of our London Fashion Week Ambassador in Korea, Mr Yun-Kee Jeong.”

DJ Kim, Senior Vice President BoonTheShop said: “At BoonTheShop, we are pleased to be part of the BFC’s plans to promote creative British talent abroad. We are equally thrilled to introduce this wonderful project with Mr. Yun-Kee Jeong, the first Korean Ambassador of London Fashion Week and a long-time friend of BoonTheShop. We support the proactive agenda put forward by the BFC, especially in these challenging times, which helps maintain the competitiveness of British fashion and the creativity it brings to a global audience. The collaboration between BoonTheShop and LFW will play an important role in discovering and showcasing innovative British brands and building a broader community around the world.”

The installation will take place at BoonTheShop, Apgujeong-ro 60gil 21, Gangnam-gu, Seoul and will be open from 11am to 8pm, 19th to 23rd February.

The next edition of LFW will take place from Friday 19th to Tuesday 23rd February 2021, showcasing both menswear and womenswear on The LFW digital platform is a year-round platform that stays open to everyone. Through exclusive multimedia content, LFW will allow British designers to share their stories and also foster exciting collaborations by bringing together fashion, culture and technology.

The generosity and commitment of our partners, suppliers and supporters is more vital than ever. Please help us by acknowledging their support for LFW February 2021. Principal Partner: Clearpay. Official Partners: British GQ, Evening Standard, FASHION ZOO, IBM, JD.COM, INC, TONI&GUY and Vanish. Official Suppliers: Fashion & Beauty Monitor, Fora, Getty Images, JOOR, Launchmetrics, The May Fair Hotel. Official Supporters: The Department for International Trade, The European Regional Development Fund, The Mayor of London.

@britishfashioncouncil | @londonfashionweek

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