London’s fashion map is being redrawn, with the British Fashion Council announcing it will hold its trio of bi-annual events in new creative and broadcast space The Store Studios at 180 The Strand.

As part of the move, London Fashion Weekend has been rebranded ‘London Fashion Week Festival’, which will become a 10-day event. From 2017, it will be hosted inside the Brutalist landmark, along with London Fashion Week and London Fashion Week Men’s.

London Fashion Week Festival will blend catwalk shows, talks and shopping, giving brands the chance to engage directly with consumers. Its new home has already hosted London Fashion Week Men’s, as well as the Louis Vuitton Series 3 exhibition and a show for Roksanda Ilincic.

Says Deputy Mayor of Culture, Justine Simons: ‘London Fashion Week and London Fashion Week Men’s have been blazing a trail on the world stage, and the brand new London Fashion Week Festival will up the game even more – cementing The Store Studios as the coolest new creative quarter in London and offering a fantastic opportunity for the public.’

The Store Studios are currently playing host to The Infinite Mix, an audio-visual art exhibition by the Hayward Gallery. This evolving culture hub will soon hold a mix of creative companies, including Dazed Media, The Vinyl Factory, FACT magazine and The Spaces, all of whom will share the broadcasting studios.

‘Housing the Festival at The Store Studios will reinforce the importance of offering direct to consumer experiences and insights into the fashion industry,’ says the BFC’s chief executive Caroline Rush.

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