Creating new initiatives to help support British designers is at the top of the British Fashion Council’s agenda. After recently adding London Collections: Men to the show calendar, the BFC has just announced plans to launch London Pre-Collections. From 15-17 June, the council will host its first-ever The Hoxton Collective at The Hoxton hotel in London’s Holborn district. The event will showcase the pre-collections of ready-to-wear designers, such as Phoebe English and Zoe Jordan, as well as labels like Bora Aksu and Osman.
In recent years, designers have begun introducing pre-collections, with many indicating that they now account for up to 70 percent of annual sales. The event highlights the industry’s need to create collections outside of the traditional spring and fall windows and creates the perfect opportunity to invite key press and buyers to view and support these much-needed collections.
The BFC believes that finding a way to showcase designers’ most commercially successful pieces via their pre-collections is key to shaping the future fashion landscape. Let’s hope that The Hoxton Collective is the first of many successful initiatives that helps support the industry.