Jacket Required to relocate to new venue as part of premium push
From July 2020, Jacket Required, the contemporary menswear show, is relocating to Saatchi Gallery in south west London to emphasise its premium positioning.
The move will also see the fashion fair align more closely with its womenswear counterpart, Scoop, which is also held at the Saatchi Gallery.
Located in the upmarket neighbourhood of Chelsea, the Saatchi Gallery is an innovative forum for contemporary art. Events hosted there are surrounded by works from international artists, paintings, sculptures and other fine artworks.
“We want to give the SS21 edition of Jacket Required a significant reboot, so in line with our plans to really push the premium edge of Jacket Required and make it the UK’s only true home for premium menswear once again, we’re moving to the Saatchi Gallery,” said Martin Arnold, fashion portfolio director at event owner Hyve Group.
The relocation will mark a change of tone for Jacket Required, which is taking place in the Old Truman Brewery in Shoreditch this February. The once-down-at-heel neighbourhood is best known now for its offer of indie boutiques, hip bars and creative character.
Hyve, which also owns Pure London and Birmingham’s Moda, said Jacket Required and Scoop will continue to operate as separate entities.
“As we continue to align the fashion portfolio, we wanted to bring Jacket Required in line with Scoop’s setting and values, to ensure that our premium offerings across men’s and women’s fashion truly match. While the two shows will remain separate, running to their own original datelines, we believe that aligning Jacket Required with Scoop will help to solidify our premium identity,” Arnold continued.
Jacket Required will be making its debut in south west London from 22-23 July, offering showroom spaces for the Sustainable, Contemporary, Streetwear and Tailoring sectors.
Copyright © 2022 FashionNetwork.com All rights reserved.