Farfetch.com to sponsor and sell British Fashion Council hotshots

The British Fashion Council’s London Show Rooms are teaming up with Farfetch, the online marketplace for independent boutiques. The ‘sponsor-shop’ will help to promote BFC-approved labels at a series of pop-up showrooms appearing in global cities including New York, Paris, Los Angeles, and Hong Kong. Some of the collections will also be available to purchase online via Farfetch.

First launched in Paris in 2008, the London Show Rooms are funded by the British Fashion Council as a means of promoting emerging designers from the UK capital to a worldwide audience. The showrooms have become a shop window for the fashion-forward London scene, with designers like Mary Katrantzou and J W Anderson proving star draws for associated buyers and press. The new agreement will see Farfetch support the London Show Rooms through joint events in each market, with the online retailer opening up a global network of boutiques to London Show Rooms designers.

Caroline Rush, CEO of the BFC, said of the agreement: “This association will enable LONDON show ROOMS to further expand and develop into new markets, enabling us to continue to promote and support British designers internationally.”

Customers around the world will be able to get their hands on work from these exciting young designers on Farfetch’s online marketplace. Farfetch currently brings together designer fashion from over 250 independent global fashion stores, and sells over 60,000 curated products including products from Alexander McQueen, Valentino, and YSL.

Jose Neves, CEO and Founder of Farfetch, said the company was “delighted to be the first global partner of LONDON show ROOMS.” Describing the deal as a “perfect fit” Neves was excited to be connecting “talented and visionary British designers, all with a unique view point on fashion with the world’s best independent boutiques.”