BFC and Clearpay create Chelsea shopping quarter for London Fashion Week

By

Nigel TAYLOR

Published
Jun 10, 2021

Clearpay certainly isn’t taking a back seat as sponsor of London Fashion Week. In conjunction with the British Fashion Council, the buy-now-pay-later finance provider unveils ‘Clearpay Quarter’ a three-day, fashion-focused pop up (11-14 June) on London’s King’s Road.

To “get Brits shopping again” while “bridging the gap between physical and digital shopping”, Clearpay aims to bring London Fashion Week directly to consumers, “allowing anyone to access the best fashion directly from the high street and make the King’s Road their runway”.

The instillation will offer shoppers and fashion fans an ‘access all areas’ look at London Fashion Week, “right by all of their favourite brands on the King’s Road”. 

It will feature streamed runway shows, fashion-themed films and exclusive food and drink menus, plus London Fashion Week offers from over 30 fashion and beauty boutiques, restaurants and bars in the Chelsea neighbourhood, including Rixo, Copit, Bluebird and The Fashion School. 

Over the weekend, consumers will be able to view the shows via a giant screen at Duke of York Square, while being able to “shop the Clearpay app from the comfort of a deck chair, and watch iconic fashion themed films in the evening”.

Friday will also see London Fashion Week February runway highlights on the big screen before the live show schedule commences on Saturday until Monday.

Visitors will also have the opportunity to win a shopping prize by capturing content in the highly-Instagrammable space -- posting directly to social media for exclusive fashion giveaways.

To continue the London Fashion Week celebrations, two fashion illustrators will be located along the King’s Road “capturing the atmosphere and stylish looks of shoppers”, leaving visitors with their own complimentary LFW memento to take away. 

“This partnership and programming represents Clearpay’s broad commitment to the global retail and fashion industry”, Clearpay said.