Art Direction, creative direction and bespoke visual identity by Superimpose. Full 360 campaign execution for British Fashion Council for London Fashion week Mens Spring/Summer 2020

Organised by the British Fashion Council (BFC), the biannual London Fashion Week, London Fashion Week Men’s and London Fashion Week Festival are 3 of the biggest events on the global fashion calendar.

With the events having risen to global prominence, BFC briefed SUPERIMPOSE to create an invigorated approach for LFW, LFWM and LFWF, establishing a clear language and message for both local and global audiences, placing creative storytelling at the heart of the concept.

SUPERIMPOSE responded with a comprehensive plan covering insight, strategy and comms & creative that leverages London’s reputation for innovation, diversity and constant evolution to reinforce the BFC’s purpose in driving excellence and excitement every season.

SUPERIMPOSE created a universal language that reflects young British fashion designers’ fearless embrace of new technologies and digital media. The result is a synergised ecosystem that places the richness of London’s fashion scene at the forefront and creates true 360 campaigns with clear purpose and impact.

Each of BFC’s platforms is empowered to adapt to the scenario, designer and audience at hand. Channels are given clear and considered purpose, ensuring smart and impactful communications that attract, inform, engage, entertain, educate, or share experiences as required.