BBH ZAG Busts a Rhyme to Welcome London Fashion Week to Soho

BBH ZAG, the branding and venturing division of BBH, has been appointed by the British Fashion Council (BFC) to be the lead creative agency for London Fashion Week (LFW) following a competitive pitch.

Coinciding with London Fashion Week’s move to Soho, ZAG’s brief is to turn LFW into the UK's leading cultural event. The team are developing a new long-term brand strategy and designing a core brand identity for LFW that will be adaptable for both the spring/summer and autumn/winter season each year.  

ZAG will also work with the BBH Live team to deliver cutting edge digital content and activation ideas to extend the brand and connect with a global consumer audience more deeply.

The creative campaign will launch at the beginning of this month in the run up to the event, which runs from the 18th-22nd September 2015. A short film developed by BBH celebrating London Fashion Week’s move to Soho went live today, Monday 14th September.  

Caroline Rush CBE, Chief Executive of the British Fashion Council said: “BBH has been appointed to build a long-term marketing strategy for London Fashion Week and to design the seasonal creative campaigns. Working with the British Fashion Council, they will draw on decades of global marketing experience to grow the London Fashion Week brand.”

Adam Arnold, Managing Partner of ZAG said: "We are delighted with our new partner as this is a long term relationship with a great brand who has asked us to build enduring value. That’s what excites us - whether we are in the luxury sector, fashion sector or accelerating our tech start-ups - we want to use our design thinking to create real lasting value."