BFC launches London Show Rooms partnership with White Milano

By

Sandra Halliday

Published
Sep 12, 2021

As trade shows and fashion weeks spring back into their physical forms, the British Fashion Council has announced the revival of London Show Rooms, which returns in a new collaboration with White Milano.

Taking place from September 23 to September 26 in Milan, the UK designer showroom will be located at Superstudio Più, via Tortona 27, within the renewed White set-up, a space that includes “special content and entertainment”.

The BFC said the new partnership “sees the strength and depth of London’s fashion community showcased at the heart of the Italian Fashion District, during Milan Fashion Week and reinforces the BFC’s commitment in supporting business growth opportunities for emerging designers”.

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Eleven labels will be taking part, including Priya Ahluwalia, who has been making a big impact in the past year and recently produced a collab collection 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 to that run having been due to the pandemic. Now that things are getting back to (almost) normal, BFC chief Caroline Rush said that the body is “committed to strengthening British fashion in the global economy and being able to support designer businesses sell their collections in Milan is fantastic. British fashion talents are known for their creativity, innovation and responsible business and London produces some of the most exciting designers in the world. We look forward to this new partnership which will help the designers reach new audiences”.