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Kees Kruythoff

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Sir Martin Sorrell

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Topshop, Selfridges, John Lewis and more to bring London Fashion Week to Oxford Street stores

A host of retailers on London’s Oxford Street are gearing up to run a series of in-store fashion events next month in a bid to bring London Fashion Week (LFW) to consumers.

The Oxford Street Fashion Showcase, run in conjunction with The British Fashion Council and The New West Company, debuted last year and will see Selfridges, John Lewis, Topshop, Mango, The May Fair Hotel, Pandora, River Island, Oasis, GAP and French Connection all offer activities including industry talks or ‘style seminars’.

The campaign will also see retailers launching new capsule collections to showcase their new season’s styles, while Oxford Street will be dressed with 75 giant fashion flags, depicting the best of British design.

The ‘style seminars’ will cover a variety of fashion topics, from buying and merchandising through to digital and social media. Shoppers can expect to see anything from an interactive styling session with a leading editor, to a Q&A with new design talent or a discussion with an expert in the digital field.

Caroline Rush, CEO British Fashion Council, commented: “Over this September’s London Fashion Week we aim to celebrate our thriving fashion industry city-wide by partnering with the New West End Company on the Oxford Street Fashion Showcase for the second year running. The campaign will offer shoppers the chance to experience unique in-store events and offers that will emphasise London’s reputation as the global fashion capital.”

The campaign, which launches on the first day of LFW (12 Sept) and spans eight days, will also see House of Fraser launch a social media competition to find ‘the next big thing’ in fashion journalism, while Coast is running a competition to win the chance to attend one-on-one style clinics with Coast design director Kim Elliot, or newly appointed coast creative director Neil Hendy.