The Clothes Show today announces it will relocate from Birmingham to Liverpool for July 2017 and become a three-day city-wide festival.
The event will rebrand as British Style Collective presented by The Clothes Show and will take over the entire ACC Liverpool site plus iconic venues including the Liverpool Cathedral, St George’s Hall and venues in the Baltic Triangle.
The Clothes Show currently welcomes over 100,000 visitors to the Birmingham NEC each December, with this year’s event set to take place from 2-6th December. Highlights of the new event include a fashion-meets-music theatre performance in the Echo Arena, access to educational seminars, designer trend presentations, beauty demonstrations, celebrity and influencer meet and greets, numerous catwalk shows plus a programme of vibrant nightlife, entertainment and music across the city.
Maryam Hamizadeh, Director of Exhibitions, commented: "We are thrilled to be working with Liverpool City Council to enable us to curate the new, vibrant content and format that will be current, fresh and dynamic. Liverpool not only supports fashion and diversity but encourages it, making the city the perfect destination to launch the British Style Collective."
"The festival will be a celebration of fashion, beauty and lifestyle at its finest, giving our visitors the chance to discover bespoke brand experiences and pop ups that they will not find on the high street. We aim to reach new audiences, form new partnerships and provide original content."
The show launched in 1989 and some of Britain’s most famous models including Erin O’Connor, Oliver Cheshire and Sam Rollinson as well as TV personalities Holly Willoughby and Vernon Kay, were discovered while wandering the halls.
The new dateline, in the heart of summer festival season will be one of the factors enabling brands to activate in the city around the new event, believes Hamizadeh.
"The event will be amplified as Haymarket Media Group and Liverpool work together to create a destination city festival that celebrates fashion, beauty, music, wellbeing, fitness, health and creative arts education. The new dateline will encompass the summer festival season, in a city that offers both new and heritage sites. The show will offer immersive experiences using different sites across the city with an even wider reach to the arts industries."
Mayor of Liverpool Joe Anderson added: "The Clothes Show has long been the leading fashion exhibition in the country. It is testament to the reputation of this city and its credibility when it comes to staging major events that Haymarket has chosen to make Liverpool the home to one of their flagship brands. We have world-class venues, a track record of entertainment and a city full of people who live and breathe fashion. It really is a perfect fit."
This story originally ran on Event.