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London markets itself for the Olympics, using Fashion Week as its hook


February 27, 2012/12.22

London has prepared to market itself in advance of the Olympics, and what better way to show off its up-to-the-minute nature than using the recently concluded Fashion Week?
   The videos shown here are from the London Media Centre, which states in summary: ‘As the countdown to the 2012 Olympics continues, the UK fashion industry is playing its part in the celebrations surrounding the Games, with famous celebrity designers, up and coming stars and catwalk models all getting involved.’
   While Lucire readers had access to live streaming video from London Fashion Week, these videos are of interest because they show behind the scenes footage and interviews (including Fyodor Golan preparing for its LFW début and Mary Katrantzou), with a more industry-focused perspective. Claudia Schiffer, Victoria Beckham and the British Fashion Council’s chairman Harold Tillman, CBE all appear. There’s also a bit of history in the first one.
   The Britain Creates 2012 project, where fashion designers and artists collaborate on artworks, is a highlight of the London 2012 Festival. It will be shown at the Victoria & Albert Museum during the Olympic Games.

London Fashion Week, a foretaste of the Olympics

LibertyLondonGirl: an accessible and affordable fashion shopping tour of Shoreditch

London Fashion Week B-roll

LFW extended interviews

East London: Shoreditch and Hoxton

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Filed by Lucire staff

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