London Menswear Swerves Off the Runway Into Culture, Craftsmanship and Wellness

The British Fashion Council (BFC) has announced a new initiative aimed at broadening the scope of London Men's Fashion Week, which took place on June 7-9, 2021. This new format, titled "London Show Rooms," is designed to highlight the diverse aspects of menswear beyond just traditional runway shows.

London Show Rooms brings together various elements of men's fashion, including ready-to-wear collections, bespoke tailoring, accessories, and emerging talent. The event took place at The Store X, a vast, industrial-style space in central London's 180 The Strand.

Runway shows will still be a part of the schedule but will be complemented by presentations, installations, and workshops focusing on craftsmanship, sustainability, and wellness. These additional activities aim to engage visitors more deeply with the brands and their creative processes.

Savile Row, the famous London district renowned for its bespoke tailoring, will have a dedicated area within the Show Rooms. Here, visitors can witness the artistry and craftsmanship behind custom-made suits and learn about the rich history of this iconic industry.

Craftsmanship is a significant focus for this year's event, with workshops and demonstrations offering attendees an opportunity to learn various skills, such as shoemaking, embroidery, and leatherworking. These hands-on experiences not only provide valuable insights but also foster a deeper appreciation for the artistry involved in creating high-quality men's clothing.

Sustainability is another key theme for London Show Rooms. Brands showcasing their collections will be encouraged to adopt more eco-friendly practices in their production processes. Additionally, there will be seminars and discussions on topics like circular fashion, recycling textiles, and reducing waste in the industry.

Wellness is an emerging trend in men's fashion, with an increasing number of brands incorporating elements of self-care and mental health into their offerings. The Show Rooms will feature wellness activities such as meditation sessions, fitness classes, and healthy eating options, providing attendees with a holistic experience that goes beyond just clothing.

London Show Rooms represents a shift towards a more inclusive and engaging approach to men's fashion events. By highlighting craftsmanship, sustainability, and wellness alongside traditional runway shows, the British Fashion Council aims to create a more immersive experience for visitors and foster a deeper connection with the brands and their creative processes.