Ocean Outdoor set to extend the reach of London Fashion Week | Creativebrief

Ocean Outdoor has announced a partnership with the British Fashion Council (BFC) as London Fashion Week (LFW) prepares to kick off in June. 

In the year of LFW’s 40th anniversary, Ocean Outdoor has been named its official out-of-home advertising supplier. The partnership, built on an already long-term relationship between the media company and BFC, will run for three years. 

Luxury brands are one of the biggest spenders in the out of home (OOH) category. Ocean Outdoor and the BFC seek to optimise the relationship between luxury brands and OOH with this formalised partnership.

Over the course of 7th – 9th of June and 15th – 19th of September, the BFC will utilise OOH to spotlight great British designers and brands. This year, the focus is on the breadth and depth of menswear creators, and celebrating the UK’s talent.

Previous collaborations between Ocean Outdoor and the BFC include the first-ever digital out of home live stream of London Fashion Week, which ran across the UK. In 2018, Ocean Outdoor highlighted Victoria Beckham’s debut collection for LFW on Landsec’s screen in Piccadilly Circus.

More recently, the first-ever outdoor transatlantic live stream of a fashion week took place earlier this year, facilitated by Ocean Outdoor. During Milan Fashion Week the luxury fashion brand, Tom Ford, streamed its Fall/Winter Womenswear 2024-2025 collection at Piccadilly Lights. Live streaming fashion shows in this way exposes even more fashion lovers to an otherwise closed-off event. 

Maximising audience exposure to Fashion’s biggest week, the partnership will span screens across the UK outside of the capital, such as at the Printworks Skylights in Manchester. Hosted by brands, these activations are expected to bring even more people into a notoriously exclusive cultural moment.

Antonia Wigan, Commercial Director at the British Fashion Council, explained: “This partnership will crucially allow us to extend the reach of LFW beyond London and provide our partners and established and emerging UK designers with pioneering showcasing experiences”.

The partnership between Ocean Outdoor and the BFC aims to make fashion more accessible and visible. Accessibility is a vital part in inspiring the next generation of designers and creatives.