“We presented an opportunity to boost the British Fashion Council (BFC)’s role as an innovator in building the reputation of British fashion globally. We set a new internal strategic direction, Uninhibited, to govern the next four seasons’ creative direction and communication for London Fashion Week and London Fashion Week Men’s across BFC’s owned channels. Carrying London’s stories, ideas and personalities, Uninhibited is an unfiltered view of the variety of creativity happening in the city now. It brings narratives of London’s design talent to the global arena, with new concepts and activations to support BFC’s focus on positive fashion.”