It’s back; the edition of the UK capital’s legendary clothing trade show putting the spotlight on spring/summer 2026 creations will be held from 18^th until 22^nd September 2025. 

London Fashion Week (LFW) is always, of course, an occasion that grabs the attention of many a digital marketing agency for fashion brands. Sure enough, for our team at Skywire London, the upcoming iteration will be little or no different. 

Well, strictly speaking, the SS26 version of LFW will be a fair bit different. It isn’t every year, after all, that you read Vogue contributing editor Maya Singer declaring that “it’s as if all the dials have suddenly turned, and the biggest names decided, en masse, that they were overdue for a new point of view.” 

So, why has there been a particular fuss about the looming LFW compared to the situation over the last few years? There are a number of reasons to which we could point – and together, they paint a picture of a fashion sector “on the move” in some of the most interesting ways for a while. 

• The wholesale reshuffling of creative directors at the biggest names 

The aforementioned observation by Singer was made in light of her visit to Jack McCollough and Lazaro Hernandez after they recently assumed the creative reins at Loewe, succeeding Jonathan Anderson. 

Certainly, 2025 has seen no lack of revolving-door movements with regard to creative-director appointments across the world’s premier fashion houses. From Anderson at Dior and Louise Trotter at Bottega Veneta, right through to Pierpaolo Piccioli at Balenciaga and Matthieu Blazy at Chanel, we are seeing plenty of new names pop up in places both expected and unexpected. 

What does this all mean for a catwalk season that some are already describing as a landmark one in recent fashion history? Well, it means this is the season when a welter of fashion houses will unveil their new creative vision. That’s a recipe for some of the debuted attire to thrill, while other runway showcases will almost inevitably fail to live up to the hype. 

• The British Fashion Council’s new CEO ringing the changes 

The recent trend for switches in leadership has even extended to the top of the organisation that runs LFW. In January, the then-creative director at Selfridges, Laura Weir, was announced as the new chief executive officer of the British Fashion Council (BFC), succeeding Caroline Rush. 

Since she formally took on the position in April, the former holder of writing and editing roles at Drapers, The Sunday Times, and British Vogue has already made decisions that could prove profoundly important. 

Those moves have included dropping the participation fees for designers physically showing at the September LFW on the official schedule, as well as securing a three-year funding extension for the BFC’s NEWGEN Government-backed funding programme, and doubling investment in the guest programme to lure the best press and buyers from across the globe to London. 

It should not perhaps be any great surprise, then, that this season is set to feature 18 per cent more shows and presentations than spring/summer 2025. 

• The City Wide Celebration programme taking the conversation beyond the runway

As is customary, most of the shows associated with LFW will once again be subject to a strict invite-only policy for the September edition. However, the wider public will certainly be able to get in on the magic of LFW, with all manner of pop-ups, shopping hubs, panel discussions, and other public events set to happen. 

The curated programme of unique experiences and activations known as the City Wide Celebration is guaranteed to turn heads – and not only in London. 

That’s because this September sees the launch of ‘At Home With’ presented by 1664 Blanc, comprising talks and panel discussions drawing attention to the cultural and geographic roots of some of the UK’s highest-regarded designers. 

The BFC has confirmed that valued patrons will partner on the activations around the UK, at venues such as the Trafford Centre, Fenwick Newcastle, and Liverpool ONE. 

It’s all happening this month – but can the same be said for your brand’s growth? 

There is a clear sense of energy and possibility, then, surrounding the fast-approaching September ’25 edition of London Fashion Week. But is your own apparel or luxury business looking ahead with comparable optimism? 

If you have your doubts, you don’t need to hesitate to get in touch with our trusted digital marketing agency for fashion, lifestyle, or high-end brands like yours.  

Enquire to our strategic, creative, and digital professionals in the UK capital today, and we will be ready and waiting to discuss the possibilities for how we could join forces with you. 

Photo by Vitaly Gariev on Unsplash