BFC appoints Superimpose to drive creative and strategy

The British Fashion Council (BFC) has appointed London and LA-based agency, Superimpose, as its new creative and strategic partner as it looks set to reaffirm London as the global fashion capital.

Superimpose has been tasked with repositioning the brand’s current reputation and driving the British Fashion Council forward with their mission of putting London at the forefront of the fashion landscape.

The agency, which has recently worked for the International Woolmark Prize, Zalando, and Burberry, said in a statement that it would set an internal strategic direction to govern the next four fashion seasons through creative direction and communication across all of British Fashion Council’s owned and partner channels.

Reporting into Bertrand Dark, brand marketing lead at the British Fashion Council, Superimpose will be working on creating and executing “imaginative, authentic and integrated 360 campaigns” for London Fashion Week, London Fashion Week: Men's and London Fashion Week Festival as it looks to showcase a “progressive, elevated and undeniably London visual identity”.

A spokesperson for Superimpose said: “Like the BFC, we’re proud to be innovators and creative disruptors in our own industry. With a wealth of experience working for the most progressive fashion brands around the world and in the UK, means we understand the beauty and complexity of British fashion as it evolves and shapes our cultural landscape. This partnership brings together our joint dedication for supporting new talent, as well as our passion for driving forward the capital’s reputation for creativity.”