Ocean Outdoor becomes official supplier of London Fashion Week

Ocean Outdoor becomes official supplier of London Fashion Week

The partnership formalizes a long-term relationship between the BFC and Ocean, which over the years has used digital out of home (DOOH) to support the fashion industry, luxury brands and emerging talent.

Ocean Outdoor has been appointed Official Out of Home Supplier of London Fashion Week (LFW) in a three-year agreement with the British Fashion Council (BFC).

The partnership formalizes a long-term relationship between the BFC and Ocean, which over the years has used digital out of home (DOOH) to support the fashion industry, luxury brands and emerging talent.

Previous collaborations include the first ever out of home livestream of London Fashion Week nationally, presented in partnership with Maybelline.

More recently, Ocean has organized its own LFW events in collaboration with eco-designers VIN + OMI. And Victoria Beckham marked her sensational LFW debut in 2018 with a live stream on Piccadilly Lights.

As the official supplier, Ocean will be committed to celebrating London’s position as a cultural and fashion destination, starting with LFW’s 40th anniversary, by taking it beyond the capital.

In addition to being a key platform for LFW content, Ocean will also develop incentives and benefits for existing and new BFC partners through additional inventory and brand new formats.

Antonia Wigan, Commercial Director, British Fashion Councilsaid: “We are pleased to welcome Ocean Outdoor as an official supplier of LFW. Ocean Outdoor is a champion of innovation and is an incredible platform for empowering designers and BFC partners on a global scale. This partnership will crucially enable us to expand LFW’s reach beyond London and provide our partners and established and emerging British designers with groundbreaking presentation experiences.”

Investments in new integrated capabilities, including Landsec’s Below The Lights, a three-storey venue beneath the famous screen in Piccadilly Circus London, and Printworks Skylights in Manchester, provide wider cultural venues for brands to host LFW activations in the heart of fashion districts.

Rachel Sutton, head of brand partnerships at Ocean said: “Premium out of home is a natural partner to showcase both major occasions and fashion talent through immersive experiences, streaming, installations, projections and new creative formats.

“The reach of Ocean’s large format portfolio allows the BFC to take LFW to other cities and work with all LFW partners to create new opportunities around themes such as young designers and sustainability – two things that are important to today’s fashion buyers. ”

Luxury brands remain one of the biggest spenders in the OOH category, with Tom Ford recently live streaming his Milan Fashion Show at Piccadilly Lights, Times Square NYC and Los Angeles, as part of Ocean and Branded Cities’ transatlantic United Collection.

Cartier, meanwhile, graces the Marble Arch wrap, while Gucci’s international Ancora campaign was recently featured on Piccadilly Lights and other large format OOH. Other recent campaigns include Charlotte Tilbury, L’Oréal, Mugler and Prada.

Taking place from 7 to 9 June, LFW June will unleash a cultural moment in London, providing a platform for diverse British designers and brands with a focus on the depth and breadth of menswear companies in the UK. LFW September takes place from September 15 to 19.