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BFC launches London Show Rooms collaboration with White Milano


Translated by

Diana Leon Band

Posted on



Sep 13 2021

As trade shows and fashion weeks return to their physical form, the British Fashion Council (BFC) has announced the rebirth of London Show Rooms, returning in a new collaboration with White Milano.

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Priya Ahluwalia will participate in the event

From September 23 to 26 in Milan, the British designers’ showroom will be located at the Superstudio Più, via Tortona 27, within the renovated White stage, a space that includes “special content and entertainment”.

The BFC has stated that this new partnership “shows the strength and depth of the London fashion community in the heart of the Italian fashion district, during Milan Fashion Week, and reinforces the BFC’s commitment to supporting to business growth opportunities for emerging designers. “

Eleven brands will participate in the event, including Priya Ahluwalia, who has made a huge impact in the last year and has recently produced a collection in collaboration with Mulberry. Also on the list are Ancuta Sarca, Completed Works, Duran Lantink, Edward Crutchley, Helen Kirkum, Jordanluca, Maximilian Davis, Palmer / Harding, Saul Nash, and Sweet Lime Juice.

The Show Rooms event has been running since 2008, with the only interruptions due to the pandemic. Now that things are back to (almost) normal, BFC chief Caroline Rush said the body is “committed to strengthening British fashion in the global economy and being able to support design companies to sell their collections. in Milan it’s fantastic. “

“British fashion talents are known for their creativity, innovation and entrepreneurial responsibility, and London produces some of the most exciting designers in the world. We hope that this new partnership will help designers reach new audiences, “he said.

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