1664 BLANC CELEBRATES 40 YEARS OF LONDON FASHION WEEK WITH STRIKING PARISIAN POP UP IN THE HEART OF COVENT GARDEN
1664 BLANC, the Principal Partner of London Fashion Week, will arrive in London’s Covent Garden with a burst of Yves Klein Blue to celebrate 40 years of fashion this September. Serving the super premium 1664 Blanc from its airstream and with a specially curated space just a stone’s throw away from the LFW shows at 180 The Strand, everyone can take a front row seat and soak up the magical LFW atmosphere in one of the world’s most loved fashion capitals. Popping up as part of the British Fashion Council’s City-Wide Celebration – a curated programme of unique experiences open to everyone throughout LFW – 1664 Blanc in Covent Garden will be a must-visit this LFW.
For all style connoisseurs and fashionistas, there is the opportunity to strut down the 1664 Blanc catwalk, with a glambot on hand to capture epic moments on the Covent Garden cobbles. Whether a show-hopper looking to shoot an OOTD, or take home a memorable photo with friends, the 1664 Blanc catwalk is the perfect pitstop to get a slice of the LFW action and an Instagram worthy shot.
With 2024 marking 40 years of LFW, this year has been a celebration of London’s position as a world leading cultural capital and its creative community. Continuing its support of BFC NEWGEN designers – the British Fashion Council’s longest standing talent support scheme, 1664 Blanc will partner with award-winning British Nigerian designer Tolu Coker, heralded as one to watch, to create a limited-edition print. Those who visit 1664 Blanc in Covent Garden will have the opportunity to pick up the special creation and take home a piece of LFW. Alongside this, visitors can also enjoy socialising with a 1664 Blanc and Le Journal Bleu – the second edition of the bespoke Blanc newspaper designed especially for LFW to commemorate 40 years with exclusive features including an interview with Tolu herself.
A continuation of 1664 Blanc’s ‘EXPLORATION IN BLUE’ series, which launched February this year, the pop up joins LFW’s City Wide Celebrations which honours the capital’s creativity and innovation with an exciting programme of 1,000 unique experiences open to the public across 400 brands. City Wide Celebrations will also take place across the world-famous shopping streets of Covent Garden, with the neighbourhood home to over 200 retail stores including global flagships and independents as well as iconic British brands such as Charlotte Tilbury, Mulberry, Odd Muse, Paul Smith, Strathberry and Official Jewellery Partner of London Fashion Week – Pandora.
Elevating everyday shared moments through great taste, 1664 Blanc’s unique flavour profile features delicate touches of citrus fruits that echo the deluxe finish of champagne, refined and refreshing, brewed with a dash of French joie de vivre, creating an exceptional drinking experience.
1664 Blanc will pop up on Covent Garden’s East Piazza on Saturday 13th and Sunday 14th September 2024. For more information on the activation, visit @1664ukblanc.
