LCF Men film campaign

Olympian and Strictly Come Dancing winner Louis Smith has kicked off London College of Fashion’s latest campaign, LCF Men, which will feature a series of short films promoting menswear as a key component of British culture.

Smith, who took home a silver and a bronze at the 2012 London Olympics, stars in the first of seven films, talking about men’s fashion, his personal style “I like to dip my toes in all different puddles of fashion”, and also the possibility of starting his own clothing line.

The remaining six films will be published throughout January to coincide with London Collections: Men and will feature men from the worlds of design, retail, media, music and entertainment.

Commenting on the campaign, Frances Corner, pro vice chancellor of LCF, said: “As a leading protagonist both in education and in the fashion industry, we want to head the debate about why menswear is so important, both culturally and economically to British society.”

The menswear campaign follows the success of LCF’s first ever standalone menswear show during London Collections: Men in June 2012, which showcased emerging menswear designers Domingo Rodriguez, Matteo Molinari, Asger Juel Larsen and Oliver Ruuger. This series of films is aimed at emphasising the creative and commercial importance of Britain’s global menswear brands and emerging talent, as well to spark a debate via social media on menswear going forward.