I am sure most people know or have heard of Sunglass Hut (and London Fashion Week is pretty self explanatory). Today an announcement was made by the British Fashion Council that as of the next London Fashion Week, which is taking place in September, Sunglass Hut will be the Principal Sponsor taking over from Vodafone. The role of a Principal sponsor is to work with the British Fashion Council to help maximise the London Fashion Week content by distributing it through their networks and social media channels to bring the UK’s biggest fashion event direct to a targeted global fashion buying audience. Sunglass Hut will also be a business mentoring source for British designers, sharing expertise in retailing and marketing in the global arena.

I think this is a highly exciting partnership especially for me who writes about eyewear. It is like finally an eyewear related company is getting well stuck in with the fashion world. For those who may not be aware Sunglass Hut is own by Luxottica group who is one of the biggest designer eyewear manufacturer around the world. The Principal Sponsorship is a 3 year deal so let’s see what will happen in the next 3 years and let’s see if eyewear (or optical wear especially) will become more prominent in the fashion world.

Sunglass Hut will be London Fashion Week Principal Sponsor

Sunglass Hut will be London Fashion Week Principal Sponsor

Every season during London Fashion Week you do see more and more designers incorporating optical wear into their collection.  You will even see collaborations between eyewear brands and fashion designers so it does seem like a natural progression for a well known eyewear company to be a sponsor for London Fashion week. Sunglass Hut is a global company with shops worldwide so it is a great company to be helping and mentoring the up and coming fashion talents within the UK.

After this announcement I am very much looking forward to the next London Fashion Week where I will be a mum for nearly 6 months by then! Scary thought!