Choose Well, Choose British: How Homegrown Fashion Makes Its Mark On The Global Stage

Laura Weir, new chief executive of the British Fashion Council, sets out why backing British creativity matters more than ever.

British Fashion Unpacked

The fashion industry is not ornamental to our economy; it is a vital engine of it. The UK fashion and fashion retail industries contribute more than £68 billion to the economy and support over a million jobs. At the heart of that sits London Fashion Week, a global stage for British creativity.

Backstage at Patrick McDowell SS26 (c) Sophie Holden/British Fashion Council

Earlier this year I joined the British Fashion Council as chief executive. I took on this role because I care deeply about the creative and commercial success of British fashion, and I am determined to make a positive impact on its global reputation. The BFC is a not-for-profit organisation, which means we exist for a common purpose: to support, educate and invest, promoting British fashion on the world stage.

From day one I have been laser-focused on London Fashion Week. To me it is far more than a moment in the calendar. Its energy and ingenuity tell the world who Britain is – and, more importantly, where we are going. London Fashion Week has always been the place where trends begin, names are made and the thrill of the new is discovered.

Our designers fuel technology, sustainability, craftsmanship and the wider creative industries that make Britain unique. When I talk about new frontiers, this is what I mean: pushing beyond the expected, bridging creativity with commerce, and ensuring that British fashion does not simply keep pace with the world but leads it.

Backstage at TOVE SS26 (c) British Fashion Council

To think about fashion only as what we wear is to underestimate its power. London Fashion Week is a national asset – one that radiates cultural and economic influence far beyond the catwalk. That is before we even consider the overspill of fashion week: the ripple effect that boosts spending in hotels, restaurants, transport systems and retail.

When the lights rise on a runway, yes, we see the vision of a designer. We see craft, heritage, innovation and art. But just outside the camera frame there is another vast, unseen network at work: seamstresses and pattern cutters, tailors and textile specialists, lighting technicians and sound engineers, drivers waiting in the rain, assistants carrying garment bags through London streets.

What’s Next For London Fashion Week?

Looking forward, my goal is to make London Fashion Week more inclusive, flexible and forward-thinking. I am opening the doors wider to new voices, new ideas and new forms of creativity. I am removing resistance and creating space for fresh energy to thrive. When I took this job, one of my personal commitments was to recognise excellence across the nation. Too often fashion has been a London story; it is time to celebrate the industry across the UK, from Manchester to Edinburgh and everywhere in between.

Backstage at MITHRIDATE SS26 (c) Lily Craigen/British Fashion Council

As we enter this new era, I am asking readers to back this vital industry. If each of us swapped one clothing or accessories purchase for a British-designed and made piece this year, the impact on our designers and our economy would be enormous. For those who have the means to do so, choosing British is one of the most powerful ways to support the future of our brands.

Fashion is more than a product; it is a projection. It tells our story to the world. London Fashion Week shows that Britain’s story is still one of bold ideas with limitless potential. In a world that can often feel divided, that spirit of creativity and connection feels like the most important frontier of all.