London Fashion Week has a new home. And it’s not a fancy hotel, an iconic museum or a royal palace. Instead, London’s premier biannual fashion showcase is moving to – drum roll – a car park. That’s right – after six years at Somerset House, LFW is upping sticks to Brewer Street Car Park in Soho.
It’s not an entirely barmy decision. Brewer Street boasts a parking lot that’s better-looking than the average: it’s noted for its Art Deco architecture, and has previously hosted an impressive range of art installations and pop-up events. The modern, minimal basement space has even been the backdrop for fashion shows by House of Holland and Richard Nicoll.
We’re still a bit bemused, though. Maybe we’ve just had too many bad experiences with parking fines, but NCPs don’t exactly scream ‘fashion, baby!’ It’s difficult to imagine the traditional horde of street-style bloggers posing outside – we’re guessing that #multistorey isn’t exactly going to set Instagram ablaze. That said, BSCP’s concrete floors are probably a hell of a lot easier to navigate in heels than the perilous cobbles of Somerset House. Small mercies.
London Fashion Week SS16 takes place September 18–22 at Brewer Street Car Park.