BFC launches pre-collections event

The British Fashion Council is looking to further increase its support and promotion of British designers who sell pre-collections with the launch of a pre-collection event set to take place in June immediately after the London Collections: Men shows.

From June 15-17, the BFC aims to place the spotlight on pre-collections, which it claims has “gathered momentum” in recent season and now plays a “vital role” in the growth of fashion businesses, by leveraging interest from guests attending London Collections: Men from June 12-15.

Caroline Rush, chief executive British Fashion Council said: “The designer fashion sector has responded to the demand for collections that fall outside the traditional spring/summer and autumn/winter period with collections that in some cases now account for up to 70 percent of sales for some fashion brands. It’s important that we celebrate the designers that are selling pre collections in London and make it a date in the diary for press and buyers from all over the world.”

The showcase, in collaboration with The Hoxton hotel in Holborn, will be called ‘The Hoxton Collective’ and will host a showroom of curated pre-collections from ready-to-wear designers including Alexander Lewis, Huishan Zhang, Marques’Almeida, Phoebe English and Zoe Jordan.

In addition, labels including Roksanda, Peter Pilotto, Preen by Thornton Bregazzi, Amanda Wakeley, Bora Aksu, Osman, Isa Arfen, Jonathan Saunders, Issa, Roland Mouret and Rupert Sanderson will host showrooms, presentations and salon shows in London over the same three days in June.

British Fashion Council to support pre-collections

Chair of the BFC Press Committee and editor-in-chief of 10 Magazine, Sophia Neophitou-Apostolou, who has been spearheading the activity in her BFC role, said: “These collections often represent possibly the most commercially successful section of a designer’s collection. Trying to find a way to help showcase this effectively is the future of our fashion landscape, a new chapter of understanding how to build a commercially successful brand without compromising everything London fashion stands for: innovation and creativity uncompromised.”

Sharan Pasricha, CEO of The Hoxton, which will also be hosting monthly events to support local emerging design talent, added: "We are thrilled to be part of this new project assisting such a great collection of local designers. This is an amazing opportunity to really make a difference to the behaviour of buyers whilst also raising awareness of some great brands."

Other British designers showing pre-collections across May and June include Anya Hindmarch, Burberry and House of Holland.

Images: Roksanda pre-autumn 2015 collection