BFC relaunches its London Show Rooms in partnership with White Milano

Translated by

Paul Kaplan

Published on



13 sept. 2021

As salons and Fashion Weeks around the world slowly resume their physical events, the British Fashion Council has announced the return of its London Show Rooms, as part of a new collaboration with White Milano.

Priya Ahluwalia to present her work at the London Show Rooms

This showroom, which presents the work of young British designers, will take place in Milan from 23 to 26 September, at the Superstudio Più, via Tortona 27, within the White salon, in a special space presenting “special and entertaining content”.

According to the BFC, this new partnership “helps showcase the power and richness of the London fashion community, in the heart of the Italian Fashion District, during Milan Fashion Week, and underlines the BFC’s commitment to provide business growth opportunities for emerging creators “.

Eleven brands will take part in the event, including Priya Ahluwalia, a very prominent designer since last year, who recently produced a collection in collaboration with Mulberry. Ancuta Sarca, Completed Works, Duran Lantink, Edward Crutchley, Helen Kirkum, Jordanluca, Maximilian Davis, Palmer / Harding, Saul Nash and Sweet Lime Juice are also on the list of designers benefiting from the scheme.

The Show Rooms event has been held every season since 2008 – but the pandemic had brought its organization to a halt. Now that things are (almost) back to normal, the institution “is committed to strengthening the place of British fashion in the global economy and helping designers sell their collections in Milan. British fashion talents are known for their creativity, innovation and sense of responsibility, and London produces some of the most influential designers in the world. We look forward to this new partnership, which will allow creators to reach new audiences “, explains Caroline Rush, the director of the BFC.

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