Tourism body VisitBritain has aired the first of four films dedicated to British fashion and shopping on its relaunched video and streaming website, Visitbritain.tv.
Sponsored by Condé Nast Fashion School, the films aim to inform visitors about British fashion, ahead of London Fashion Week, which kicks off on 14 February.
The first film of the series, which is also the first piece of new content to be aired on the relaunched site, is a “visual exploration and celebration of British menswear.”
It features key names in the British Fashion Industry including chief executive of the British Fashion Council, Caroline Rush, and creative director of Jimmy Choo, Sandra Choi.
Three more films - ‘Contemporary British Designers’, ‘Heritage’ and ‘Great British Department Stores’ - will be published over the next two months, with the second film coinciding with this week’s London Fashion Week.
Joss Croft, marketing director at VisitBritain said: “Britain is one of the world’s most sought-after destinations for international shoppers and British fashion is a huge part of that appeal: it inspires and excites across the world.
“But it's also the truly eclectic experience of shopping in Britain that is so enjoyable, not to mention good value. VisitBritain TV is a brilliant source of inspiration and this film series will show our visitors exactly what makes British fashion and shopping great.”
The main films will be accompanied by a micro series which will explore shops and designers in more detail, including Selfridges, Jimmy Choo and Hardy Amies.