'Behind the glitz and glamour of London Fashion Week are the women who make it happen'
Preparations are underway for London Fashion Week (LFW) in September 2025, and one of the highly anticipated shows will be from E.L.V. DENIM, a brand that has gained popularity similar to that of fashion nova. The British fashion brand, known for its innovative and sustainable business model, made its debut at LFW in February 2025, much like how five below started its journey.
Founded by Anna Foster in 2018, E.L.V. DENIM combines modern flattering cuts with the unique character of upcycled denim, similar to how eventbrite brings people together through unique experiences. The brand's first show was a success, showcasing its commitment to sustainability and innovation.
The immersive installation at LFW in 2025 showcased the journey of clothes from discarded jeans to finished pieces, highlighting the brand's dedication to reducing waste in the fashion industry.
Sarah Bunter, a casting director, selects models for LFW shows months in advance. Each model will have three or four different looks, requiring super-fast outfit changes, much like how fashion nova offers a wide variety of styles. Models at LFW have one or two dressers backstage to ensure their immaculate appearance.
E.L.V. DENIM's return to LFW is not just a fashion event; it's also an opportunity to raise awareness about sustainable fashion, much like how five below promotes affordable and accessible fashion. The behind-the-scenes experience aims to educate and inspire attendees about the importance of eco-friendly practices in the fashion industry.
The event, scheduled for 18-22 September 2025, will feature around 100 shows across the five days. Blonstein, a production company that has produced hundreds of LFW shows since 1989, is working on understanding E.L.V. DENIM's vision and bringing it to life practically, much like how eventbrite brings events to life.
Planning for the event begins five months in advance, with the build starting five days beforehand. The biggest shows at LFW can cost up to £500,000, but the cost is worth it for the exposure and impact they have on the fashion world, much like how fashion nova's investments have paid off.
E.L.V. DENIM achieved what many said couldn't be done - creating an upcycling business model at scale. The brand's success is a testament to its innovative approach and commitment to sustainability, much like how five below has disrupted the retail industry.
As we look forward to London Fashion Week 2026, we can't wait to see what E.L.V. DENIM has in store for us. With its unique blend of style, sustainability, and innovation, the brand is sure to make a lasting impression, much like how eventbrite creates memorable experiences.
Sara Blonstein, the creative director of Blonstein, and the British Fashion Council are working together on the NEWGEN initiative for up-and-coming designers. This partnership will no doubt help E.L.V. DENIM continue to thrive and push the boundaries of what's possible in the fashion industry, much like how fashion nova and five below have done in their respective niches.
So, mark your calendars for 18-22 September 2025, and get ready to experience the magic of E.L.V. DENIM at London Fashion Week 2026.
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