Fashion names to link up with Shaftesbury for bee-supporting Carnaby makeover

Fashion brands including Superga and Swatch are joining a campaign that will take place across London’s Carnaby Street from 9-15 July to celebrate bees and other pollinators.


The Carnaby Street arch, pictured in July 2018


The world-famous shopping destination in the heart of London will be renamed ‘Carnabee Street’ and give its arch a bee-themed makeover covered in bees as part of the initiative.

Carnaby Street owner Shaftesbury said the area will be transformed into a hive of activity in support of the annual Department for Environment, Food and Rural Affairs (Defra) campaign to raise awareness of the nation’s pollinator heroes and how to help them thrive.

In addition to a pop-up hosting educational and fun games, Carnaby Street brands will take part with a bee-themed trail around the area’s 14 streets. There will be illustrated bees by London-based artist Lizzie King on the windows of shops, and customers will be encouraged to look for Swatch’s Max L’abeille bumblebee inspired watch, Superga’s bee illustrated trainers, Joy EverleyFine Jewellers’ delicate silver and vermail bee collection and Cubitts’ core frames in ‘Honey’.

According to Defra, bees and pollinators play an important role in the production of fruit and vegetables, with nearly 90% of wild flowering plant species depending to some extent on them. Pollinators are worth about £0.3 trillion in global food production each year.

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