Sunglass Hut replaces Vodafone as London Fashion Week headliner

Eyewear brand Sunglass Hut has been named by the British Fashion Council (BFC) as London Fashion Week's (LFW) new principle sponsor, taking over from current headline partner Vodafone.

Rush and d'Angelantonio with brand ambassador Georgia May Jagger
Rush and d'Angelantonio with brand ambassador Georgia May Jagger

Sunglass Hut, which is part of the Luxottica Group, will begin the new three-year partnership in September 2015. The brand is expected to activate throughout the bi-annual event and will also act as a business-mentoring source for British designers, sharing expertise in global retailing and marketing.

Vodafone acted as principle sponsor of London Fashion Week for seven seasons. It has also ended its tenure as host of London Fashion Weekend.

The BFC said in a statement: "This February saw the end of Vodafone’s partnership with London Fashion Week and London Fashion Weekend.  During this time, London Fashion Weekend has gone from strength to strength, being much more closely aligned and offering fashion savvy consumers a Fashion Week experience.  

"London Fashion Weekend will continue to be supported by Lavazza Coffee, Marks & Spencer, Maybelline New York, The May Fair Hotel, Scavi & Ray, Swatch and Toni & Guy."

Caroline Rush, chief executive of the BFC, said: "Sunglass Hut is a world leader in eyewear retailing and we look forward to building a long-term partnership to further engage the global audience of London Fashion Week."

Fabio d'Angelantonio, president of Sunglass Hut and chief marketing officer at Luxottica, added: "We believe that London Fashion Week offers a global point of view that resonates from the runway to the streets. We are excited to share its designers, influencers, and trends with consumers in established and emerging markets via our global retail network."

The announcement was made this morning at a breakfast briefing at Mortons in London’s Mayfair this morning. 

Sunglass Hut previously activated at London Fashion Weekend in February, where they provided 15-minute consultations with sunglasses experts.

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