It was in June 2012 that the inaugural London Collections: Men — a series of menswear season shows — took place. The event has since been renamed London Fashion Week Men’s and subsequently London Fashion Week June — but another major change is now afoot. 

The British Fashion Council (BFC), the nonprofit organisation responsible for organising LFW June, has announced that this year’s outing will run from Friday 7^th to Sunday 9^th June, this time in a new, revamped format intended to “ignite a cultural moment in London”.

As a digital agency in London, we are poised to keep a close eye on this noteworthy development. 

What’s happening with LFW June? 

This year happens to mark the 40^th anniversary of London Fashion Week, which was first held in February 1984 and is now classed among the “Big Four” fashion weeks also including New York, Paris, and Milan.

The June arm of LFW has long enabled a wide range of British designers and brands to showcase their latest menswear pieces to a large, fashion-dedicated audience. Now, LFW June is going to draw even more attention to London’s status as a world-renowned cultural powerhouse. 

In a statement, British Fashion Council chief executive Caroline Rush enthused that “we are thrilled to share a new concept for LFW June which will amplify our designers and promote the diverse menswear businesses, from streetwear to Savile Row, as well as retail in the city.”

A breakdown of LFW June’s new concept 

This new concept will include, on the launch date of LFW June, a BFC takeover of the Institute of Contemporary Arts (ICA). At this artistic venue based within Nash House on the UK capital’s The Mall route, an exhibition and panel discussions will spotlight the following three cultures: 

• Black culture centred around self-love;
• South Asian culture, particularly pattern, textile, and craftsmanship;
• Queer culture, especially young creative voices from the trans community.

Rush has elaborated: “We will celebrate and pay homage to some of the cultures which contribute so much to the UK fashion industry, the aim is to build on this with different cultures every year.” 

As part of the 40^th-anniversary celebrations (held under the banner of “LFW40”), a retrospective installation will highlight LFW’s history and global influence.

Meanwhile, a “40 for 40” schedule will see 40 activations — including catwalk shows, presentations, and other events — hosted by major British brands and designers across London.

On Sunday 9^th June, the last day of LFW June, the BFC will repurpose the Groucho Club — the private members’ club in Soho — as a dynamic activation space for fashion businesses. 

Why is LFW June being overhauled for 2024? 

Rush has explained that the new format is “a direct result of the conversations we are continuously having with the BFC community (designers, media, UK and international retailers).”

She added that the British Fashion Council was striving to recognise its designers’ business needs and provide “a global showcasing platform which is both relevant and beneficial.”

Our digital agency in London routinely takes inspiration from the capital’s aptitude for adapting and changing with the times. To enquire about our service offering and to learn more about how our creative and strategic experts can support your fashion, lifestyle, or luxury business’s growth, please email hello@skywire.co.uk today.

Photo by Toa Heftiba on Unsplash