London Fashion Week relocating and adopting new name

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London Fashion Week will have a new home and a new name.

London Fashion Week will take place at The Store Studios in 180 Strand. The new event will be called London Fashion Week Festival and merge London Fashion Week, London Fashion Week Festival and London Fashion Week Men’s. The event will take place over the course of 10 days in September and February.

“This is to recognise the BFC’s ongoing commitment to building consumer engagement with British designers and has been at the core of the organisation’s strategy since the first edition of London Fashion Weekend which took place in 1998,” the British Fashion Council said in a press release.

According to Footwear News, the new location for London Fashion Week Festival is near the British Fashion Council’s Somerset headquarters and will feature more consumer-geared events.

The move is reportedly part of a greater effort to have a central British fashion hub. London Fashion week will occur from Feb. 17 through Feb. 21. London Fashion Week Festival will be from Feb. 23 to Feb. 26.