Oxford Street to partner with London Fashion Week

Major retailers on Oxford Street will be celebrating London Fashion Week in a new collaboration between the shopping destination with the British Fashion Council. Oxford Street, which recently unveiled its new brand identity,

is part of the New West End Company, who is aiming to promote Oxford Street as part of its "most powerful fashion destination in the world" campaign.

Participating retailers include Topshop, River Island, H&M, Gap, Selfridges, House of Fraser and John Lewis, with the street expecting more than 12 million shoppers to visit during September.

Oxford Street celebrates London Fashion Week with new collaboration

Oxford Street currently attracts over 200 million shoppers a year, making it the UK's busiest shopping location. However competition to attract shoppers is fierce, especially when new builds such as Westfield are putting in a strong efforts to promote their malls.

The 17-day event, which launches on September 1st, will be a “fashion extravaganza", the New West End Company’s campaign director Jace Tyrrell said. It will allow shoppers exclusive access into fashion forums, expert makeovers, blogging workshops, in-store styling sessions and fashion career mentoring. Celebrity DJ slots have also been scheduled for pop-up parties.

Tyrrell added: “This partnership is a major moment for Oxford Street and will give this iconic street the opportunity to really showcase to the world its fashion credibility. September is a major period of sales outside of Christmas, so what better time to put on the biggest fashion extravaganza the street has ever seen."

The BFC’s CEO Caroline Rush added: “In September, London Fashion Week’s designers will showcase the very best of the UK’s fashion industry, making it the perfect time to stage this celebration.”

To highlight the shopping festival and LFW as one of biggest fixtures in the fashion calendar, 75 flags adorned with the designs of five London-based labels will sail above Oxford Street.

Autumn/Winter 2013 catwalk shots from House of Holland, Matthew Williamson, Topshop Unique, Giles and Alice Temperley will all be emblazoned on the 12 feet canvases.

Image: Oxford Street brand identity