London Fashion Week isn’t just about what’s happening on the runway, it’s about the brands making waves beyond it. As designers unveil their latest collections, brands are seizing the moment to connect with audiences in ways that go far beyond traditional advertising. From exclusive pop-ups to immersive digital experiences, LFW has become a launchpad for brands looking to make a lasting impact.

Experiential marketing has taken centre stage, with brands creating moments that aren’t just seen but lived. Whether it’s interactive installations, AR-powered activations, or exclusive collaborations that bring fashion to life in new ways, the most talked-about campaigns are the ones people can step into, engage with, and, crucially, share online.

This article explores how brands, both inside and outside the fashion world, are using experiential marketing to turn London Fashion Week into a powerful platform for connection, creativity, and cultural influence.

From Industry-Exclusive to Consumer-Centric

London Fashion Week has transformed significantly since its debut in 1984. Initially an exclusive event for industry insiders, it has evolved into a dynamic, multi-platform spectacle accessible to consumers worldwide. This shift reflects broader changes in the fashion industry, where the lines between creators and consumers are increasingly blurred.

The advent of digital technology and social media platforms has democratised fashion, allowing brands to reach a global audience directly. Live shopping shows, interactive online platforms, and social media engagement have made it possible for consumers to participate in LFW in real-time, breaking down previous barriers. What was once a closed-off industry event is now a consumer-facing experience that reaches fashion enthusiasts far beyond the front row.

The Rise of Experiential Marketing

Today’s audiences seek more than just visual appeal; they crave immersive experiences that allow them to interact with brands on a personal level. Experiential marketing has emerged as a powerful tool in this context, enabling brands to create memorable interactions that create deeper emotional connections with consumers. By engaging multiple senses and encouraging active participation, experiential marketing transforms passive observers into active participants, enhancing brand loyalty and advocacy. This approach aligns with the modern consumer’s desire for meaningful engagement and personalised experiences.

Pop-Up Experiences

Brands frequently establish temporary spaces during LFW to embody their identity and engage directly with consumers. This year, Alo, a premium lifestyle brand, enhanced LFW with a comprehensive wellness activation at 1 Hotel Mayfair. The ‘Alo Oasis’ offered attendees facials, IV drips, massages, and healthy food options, creating a serene retreat amidst the fashion frenzy. This initiative was well-received by influencers and editors, highlighting Alo’s commitment to holistic well-being.

Similarly, Dylon Detergent is bringing a sustainability-focused activation to LFW. The interactive experience showcases how to breathe new life into well-loved but worn-out garments, reinforcing the brand’s message of clothing longevity and mindful consumption.

The pop-up will feature a series of hands-on masterclasses, including sewing, darning, and repair techniques, as well as creative ways to upcycle clothing. By merging fashion with sustainability, Dylon’s activation highlights how brands outside the traditional fashion space can engage with LFW in a meaningful way.

Augmented Reality & Digital Extensions

Brands are increasingly integrating Augmented Reality (AR) and digital technologies into their London Fashion Week presentations to enhance audience engagement. For instance, Burberry has introduced an immersive AR shopping tool that allows customers to virtually try on their iconic scarves. This feature enables users to see how different scarf styles and colours would look on them in real time, bridging the gap between online and in-store experiences.

Similarly, Completedworks, a London-based jewellery brand, has reimagined traditional showcases by staging live-shopping performances. In their Autumn/Winter 2025 presentation, they collaborated with actress Debi Mazar to create a theatrical shopping channel experience. This innovative approach blended performance art with digital commerce, allowing audiences to engage with the collection in a novel and interactive manner.

Beauty & Lifestyle Crossovers

Recognising the opportunity to connect directly with consumers, prominent beauty brands are now hosting more public-facing events and activations than ever.

For instance, Rhode, the skincare brand founded by Hailey Bieber, generated significant buzz with its recent London pop-up event. Fans eagerly queued for hours to experience the brand firsthand, highlighting the effectiveness of immersive, in-person brand activations in igniting consumer excitement and engagement. ​

Similarly, The Ordinary hosted a comprehensive skincare pop-up at Protein Studios in Shoreditch. This free event offered attendees personalised skincare consultations, product sampling, and educational workshops, transforming the space into a skincare haven and allowing consumers to engage deeply with the brand’s offerings. ​

Food & Beverage Collaborations

As the Principal Partner of LFW, premium beer brand 1664 Blanc embraced a style-forward approach with a creative campaign that reimagined its iconic blue bottle as high-fashion items, such as a designer puffer jacket and bursts of makeup powder. This campaign debuted during LFW and was showcased nationwide, blurring the lines between beer and high fashion. ​

Global fashion and media brand Highsnobiety hosted the ‘Not In London’ pop-up, celebrating the city’s diverse culture. The event featured collaborations with renowned chef Cedric Grolet, offering complimentary coffee and pastries to attendees. This fusion of fashion and gastronomy provided a unique sensory experience, highlighting London’s rich culinary scene alongside its fashion heritage.

The Future of Fashion Marketing is Experiential

London Fashion Week 2025 has made one thing clear, brands that focus on experience, exclusivity, and digital integration are the ones making the biggest impact. From pop-up activations that generate real-world engagement to AR-powered campaigns that extend beyond the runway, the brands leading the conversation are those that create something immersive, shareable, and culturally relevant.

For marketers, the lesson is simple: traditional advertising alone isn’t enough. Consumers want to participate, not just observe. Whether it’s beauty brands turning retail into an interactive space, food and beverage companies leveraging Fashion Week to elevate their image, or digital activations blurring the lines between real and virtual, the future belongs to those who think beyond the obvious.

If your brand is ready to make an impact that lasts beyond the moment, you’re in the right place. Get in touch to see how we can bring your brand to life in ways your audience won’t forget.