Sunglass Hut has been named the new principal sponsor for London Fashion Week, the British Fashion Council has confirmed.
The global eyewear retailer, which is part of the Luxottica Group, succeeds Vodafone, which was principal sponsor for seven seasons, and will begin its three-year partnership in September.
Fabio d'Angelantonio, president of Sunglass Hut and chief marketing officer at Luxottica said: “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.”
As part of the deal, Sunglass Hut will distribute LFW content through its network of over 3,000 stores worldwide, as well as on its social media channels, and they will also be a business mentoring source for British designers, sharing expertise in retailing and marketing in the global arena.
Caroline Rush, Chief Executive of the British Fashion Council, added: “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.”