Sunglass Hut has been announced as the main sponsor of London Fashion Week, taking the place left vacant by Vodafone last month. The 3-year partnership with the British Fashion Council will begin in September 2015, for the womenswear season.

The sunglasses retail chain, part of the Luxottica Group, has been offering premium eyewear for the past 40 years, with over 3 000 stores worldwide, from Australia to the United States.

With this new partnership, The BFC and Sunglass Hut aim to increase the international position of London Fashion Week, by targeting a global fashion audience. In this context, Caroline Rush, Chief Executive of the British Fashion Council, said: “Sunglass Hut is a world leader in eyewear retailing and we look forward to building a long term partnership to further engage the global audience of London Fashion Week.”

Sunglass Hut will also act as a mentoring partner for British creatives, by sharing its expertise in retailing and marketing with up-and-coming fashion designers.

Picture courtesy of Sunglass Hut.