by Stephen Garner

The British Fashion Council (BFC) has launched its new campaign “This is London”; celebrating community, diversity, and culture at London Fashion Week Men’s this June.

Shot by London-based photographer Markn, the campaign is a collection of 12 images and includes a diverse selection of people from the worlds of art, music, fashion, film, and sport. The campaign features a mix of globally established names and current tastemakers, all driving forward London’s culture and reputation, representing the city in their own unique way. The campaign is a testament of the city’s diversity and creativity and highlights the relationship between the creative industries.

Featured in the campaign are Caroline Rush (Chief Executive, BFC), Dylan Jones (BFC Menswear Chair and Editor of British GQ),  Akinola Davies (Moving Image Artist & Filmmaker), Angelo Van Mol (Creative Director of Band of Outsiders), Eden Loweth and Tom Barratt (Designers of Art School), Ashton Gohil (Model & DJ), Bethany Williams (Designer of Bethany Williams), Bianca Saunders (Designer of Bianca Saunders), Cosima (Musical Artist), David Gandy (BFC Menswear Ambassador), Dennis Okwera (Model & Actor), James Massiah (Poet), Liam Hodges (Designer of Liam Hodges), Lou Dalton (Designer of Lou Dalton), Louis III (Musical Artist), Lucien Clarke (Professional Skater), Nicholas Daley (Designer of Nicholas Daley), Oliver Spencer (Designer of  Oliver Spencer), Paria Farzaneh (Designer of paria /FARZANEH), Per Götesson (Designer of Per Götesson), Priya Ahluwalia (Designer of Ahluwalia Studio), Sherelle (DJ & Radio Presenter) and Stavros Karelis (Founder & Buying Director at MACHINE-A).

The talent taking part in the campaign were asked questions about London; what they love most about the city, what separates it from others and how the capital creatively defines them. In the series of images rolling out to launch London Fashion Week Men’s next month, Markn captures the energy of the cast through their mix of personalities and styles, showcasing how the melting pot of experiences make London and London Fashion Week Men’s so unique. “This is London” will be promoted at the main hub of LFWM, The Truman Brewery, during London Fashion Week Men’s, which runs from June 8th-10th.

“London is a city that is globally recognized for its creative talent and businesses,” said Rush. “We’re extremely excited to launch this campaign for LFWM June 2019 and to celebrate not only the designers, but also the broader creative community who all play a vital role in our industry’s culture and reputation.”

“The ‘This is London’ campaign shines a light on the incredible pool of talent that makes London the creative capital of the world,” added Jones. “From rising stars to established names, the campaign features a diverse mix of individuals, celebrating the eccentricity of our capital while illustrating that LFWM is a global platform for innovation and culture.”