BFC launching pop-up shop during LFW

The British Fashion Council is opening its first shop during London Fashion Week this month to promote British contemporary fashion. The concept store, The Shop, will open on September 13 the day LFW begins, and will feature a

curated selection of pieces by eight of London’s brightest talents - Sophia Webster, House of Holland, Markus Lupfer, Bella Freud, Prism, Dominic Jones, Zoe Jordan and Lulu & Co.

Set across two rooms in the West Wing of the ground floor of Somerset House, The Shop will house Autumn/Winter 2013 ready-to-wear collections, as well as accessories and shoes, and will be the home of a series of pop-up events including flash sales, musical performances, readings, interviews and guest appearances, which will be announced on social media.

The BFC has enlisted world renowned artist Sir Peter Blake to design the logo, while set designer Robert Storey has been tasked with creating a stylish interior for the pop-up boutique, which aims to offer a creative environment for the brands to sell their products to a highly targeted consumer audience made up of trade and industry insiders.

London Fashion Week to host pop-up store

Caroline Rush CEO, British Fashion Council, said: “The Shop at London Fashion Week will be the first of its kind and will present capsule collections from eight of the biggest names in British contemporary design.

“With the creative conceived by one of the world’s most renowned British artists and the space crafted by one of the most exciting names at the helm of set design, this project celebrates UK-based talent from varying disciplines bringing it together in a living, breathing space.”

Participating designer, Zoe Jordan, added: "It is an exciting opportunity to be part of a breakthrough event during LFW and included amongst such a strong collective of creatives. It’s an opportunity for us to spearhead the contemporary designer movement in London and to experience the intimacy of having our own boutique."

The Shop will be open from September 13 to September 22, covering London Fashion Week and London Fashion Weekend.

Image: The Shop logo designed by Sir Peter Blake