As British Brands Mature, London Fashion Week Gains New Relevance


LONDON — London has always bustled with creativity but its most prominent talents have often quit the city for glitzier roles in Paris or elsewhere soon after making their debuts.
Not anymore.
The most recent crop of designers is flipping the script, staying put and growing businesses on their home turf, giving London Fashion Week new relevance — and the commercial zing it has long lacked.
The spring 2020 calendar for LFW, which kicks off today and runs through Sept. 18, lays bare the shift in dynamics: Established — and growing — businesses dominate the calendar, while there are fewer new, fresh-out-of-college names.
Many brands are celebrating 10-year anniversaries, diversifying their product ranges and price points and striking a balance between the creative and the commercial. They’re juggling multiple income streams, too, including direct-to-consumer, wholesale and retail.
Fashion week itself is getting more commercial, opening up to the public for the first time and selling tickets to runway events and presentations from brands including Alexa Chung, Henry Holland and Self-Portrait during the five-day showcase.
The British Fashion Council is also trying to get the city involved in the week and has created a schedule of public events at shops and spaces around the King’s Road, Mount Street

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