The British Fashion Council (BFC) has announced that payments company Clearpay will be the Principal Partner of this month's London Fashion Week (19-23 February).

The new two-year partnership will champion British fashion, support the UK retail industry and give consumers more access to their favourite designers and brands virtually, said the BFC.

Clearpay, a specialist in “responsible” Buy Now, Pay Later payments, will partner with the BFC to integrate “dynamic shoppable moments” in the interactive content.

Recent Clearpay research showed 42 per cent of Brits spent less on fashion during the pandemic last year and 61 per cent said they buy items to support local businesses, “so this partnership will help Clearpay to continue to support new and emerging local brands”, said the firm - with the “ultimate goal of accelerating the fashion and retail industry”.

Caroline Rush, chief executive of the British Fashion Council, said: “In light of the challenges brought by COVID-19 and Brexit we pivoted and adapted the event very quickly, moving to a digital platform accessible to both the industry and the public, with evergreen content published throughout the year.

She added: “We are working with Clearpay to continue developing London Fashion Week, opening it up to a broader range of consumers and adapting it to the designers’ needs.”

Nick Molnar, co-founder of Clearpay, said: “Fashion and retail are deeply embedded in Clearpay’s roots and through this partnership we will continue to support British designers and the broader retail economy as we emerge from this terrible pandemic.”

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