The British Fashion Council (BFC) has confirmed that London’s shawl room has returned to Paris Fashion Week, an important event for British designers looking to gain foothold in the international market. From March 6th to March 11th, 2025, the showroom will be held in February in Cinsauvet, Paris, featuring eight of the BFC Foundation’s most promising designers. press.
Since its launch in 2008, London’s shawlrooms have played a pivotal role in maintaining British talent on the world stage. The initiative is championed by Sarah Moore, the BFC’s emerging talent ambassador, but it kicks designers out unusual opportunities to connect with key decision makers in the industry. Access to such audiences is invaluable for young brands navigating an increasingly competitive market. This season’s lineup includes a diverse group of designers, including Ancuța Sarca, Di Petsa, Elv Denim, Karoline Vitto, Labrum London, Masha Popova, Sinéad O’Dwyer and Tolu Coker.
The strategic importance of Paris
For British designers, exhibits in Paris are more than iconic gestures, they are a strategic move. Paris is the global epicenter of fashion, and the place where international buyers and retail powers come together to discover the next big thing. Unlike London, often seen as a hub of creativity and experimentation, Paris offers the commercial infrastructure and global visibility needed for long-term growth.
“Paris is where transactions take place,” explains a veteran insider. “If designers want to secure retail accounts in Asia, the Middle East or North America, they need to be in Paris during Fashion Week.”
By offering a highly curated showroom experience, London showrooms may have creative talent, but lack an international network to expand their business. Fill the gap. The initiative is in line with the BFC Foundation’s broader mission to support the sustainable growth of UK-based designers through access to funding, mentoring and industry resources.
Platform for commercial success
The timing of London’s shawl rooms this year is particularly important as the fashion industry continues to recover from the turmoil of recent years. Many young designers are still working on the aftershocks of the pandemic, breaking brick and forced brands to adapt their store models.
Against this backdrop, the return to Paris represents a new push for international growth. With buyers increasingly focused on sustainability and innovation, designers featured by the BFC Foundation are well positioned to capitalize on these shift priorities. Among them, Elv Denim, known for his upcycled jeans, and Karoline Vitto, whose work explores physical positivity and inclusive fashion, is expected to attract great interest from advanced retailers.
Supported by charity
The London Shawl Room is part of a broader initiative by the BFC Foundation, and is a registered charity founded in 2019 to promote responsible business growth and support emerging talent through grants and mentorship. is. Funding from the foundation helps ensure designers not only survive, but also thrive in an increasingly complex industrial environment. Talent schemes such as BFC Newgen are partners with Pull & Bear, and BFC Fashion Trust play a key role in fostering the next generation of British fashion leaders.
