1664 Blanc is the principal partner of London Fashion Week, and the brand has exciting plans throughout London Fashion Week to establish 1664 Blanc as this season’s must-have.

1664 Blanc arrives this month with a series of design-led experiences at the famous luxury department store, Selfridges London – an industry first for a beer brand to partner with Selfridges.

From Tuesday 13th February to Tuesday 27th February, in line with LFW (which runs from Friday 16th to Tuesday 20th), 1664 Blanc will launch with a striking glass deconstruction of the 1664 Blanc bottle in two of the department store’s Duke Street windows, as well as a contemporary cobalt blue interactive tabac style kiosque serving 1664 Blanc and Parisian treats. A limited edition Blanc newspaper, “Le Journal Bleu” detailing news from LFW and exclusive interviews with British Fashion Council NEWGEN designers will also be available.

As part of the partnership, 1664 Blanc will host a rich fashion programme in the Cinema at Selfridges. Talks by BFC NEWGEN designers Tolu Coker, Saul Nash and 1664 Blanc brand partner, Aaron Esh, will each offer a sneak peek at their new AW24 collections straight from the catwalk, as well as panel discussions with industry insiders and workshops with London’s best stylists and trend forecasters.

With something for everyone, from creatives to stylists to culture vultures and more, 1664 Blanc is also giving fans of award-winning designer Aaron Esh the chance to purchase a limited-edition Blanc cobalt blue merino wool scarf designed for the partnership, sold exclusively at Selfridges when purchased with 1664 Blanc.

The activations are part of LFW’s City Wide Celebration which honours London's creativity and innovation with an exciting programme of 500 events and activations open to the public across 180 brands. With 2024 marking 40 years of LFW, the year will celebrate London’s position as a world leading cultural capital and its creative community.