This year’s London Fashion Week has received a “significant increase” in the levels of investment from long-term sponsors and new partners as brands look to leverage the event’s increased international profile and the additional levels of access digital technology opens up for more consumers to experience the annual platform.

Visually, this year’s event will also look bigger than ever thanks to organiser The British Fashion Council’s partnership with the New West End Company (NWEC), which is soon to launch a £25m “I♥NY-style” brand revamp of Oxford Street to “Ox St.” in a bid to make both Londoners and tourists reappraise the shopping district.

To activate the collaboration, NWEC is erecting seventy-five 12-foot flags on Oxford Street featuring images of the latest styles from British fashion industry designers. It estimates the flags will be seen by more than 12 million shoppers in the 17-day period of their tenure, which also includes London Fashion Week that takes place from 13 September.

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