LFW collaborates with Jonathan Saunders on branding

In a first for London Fashion Week, the British Fashion Council has

commissioned designer Jonathan Saunders to produce the branding for next season’s fashion week in September.

Saunders has created a bespoke visual event branding and marketing materials that will be used across London Fashion Week for the spring/summer 2013 season. Based on an adapted version of his ombre print from autumn/winter 2012 it is inspired by the Hungarian French artist Victor Vasarely, whose art and sculpture focused around the areas of optical illusion and geometric abstract art.

The BFC chose Saunders for the brief as year’s winner of the BFC/Vogue Designer Fashion Fund, and going forward it is hopes that the visuals for London Fashion Week each September will be created by that year’s Fund recipient. Each designer will be given a blank canvas to interpret creatively, ensuring London Fashion Week’s reputation as the world’s most innovative and creative fashion capital.

Caroline Rush, Chief Executive of the BFC commented: “It’s a fantastic opportunity and a real first for us to work with one of our designers in this capacity. Jonathan Saunders, work is very visually striking and the use of bold prints and colours are his trademark. It is extremely exciting to be able to breathe new life into the creative of London Fashion Week.”

Saunders added: “It is an honour to be doing this for the BFC. I am very excited to see my print being displayed in so many places during London Fashion Week! I think it is a great idea to involve designers in the promotional material for LFW. Thank you BFC for choosing to work with me for this season!”