London fashion Week hits Korea in link with BoonTheShop

By

Sandra Halliday

Published
Feb 19, 2021

London Fashion Week is linking up with BoonTheShop to target the South Korean market and is showcasing 11 British designers to coincide with the digital fashion week that’s running until February 23.

The Seoul concept store’s activation features Alessandra Rich, Alighieri, Charles Jeffrey Loverboy, Erdem, JW Anderson, Rejina Pyo, Victoria Beckham, Christopher Kane, Stella McCartney, Rokh and Wales Bonner, representing some of the best known names from LFW and a strong selection of British talent.

The showcase is happening in-store and online, on BoonTheShop’s newly-relaunched website.

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The designers included have been picked because they’re “leading the way in terms of innovation and positive change, either with their use of sustainable materials or the social responsibility they carry through their brands”.

Supported by the GREAT Campaign (the UK government's ambitious international promotional campaign), it’s the first ever collaboration between the retailer and the fashion week. And to launch the project, BoonTheShop has created a short film featuring YunKee Jeong, LFW’s ambassador in the country. 

BoonTheShop’s Senior VP DJ Kim said the retailer supports the “proactive agenda put forward by the [British Fashion Council], especially in these challenging times, which helps maintain the competitiveness of British fashion and the creativity it brings to a global audience”.