Brand Licensing Europe – Europe’s leading event for licensing and brand extension – has dropped fresh details of its 2022 fashion theme. It will include daily catwalk fashion shows streamed throughout ExCeL London, a futuristic fashion keynote, as well as product showcases.

Ten, 15-minute fashion shows featuring child and adult models will hit the central catwalk across the three event days. Each show will take a theme around key licensing categories, including Kids, Footwear, Sports & Athleisure, Sustainability, Collabs, Food & Beverage, and Culture & the World.

Furthermore, each catwalk will be streamed live to TV screens on the show floor. Also, in the central visitor boulevard of ExCeL as well as outside on the West Podium screen. The catwalk running order will be available well in advance to enable exhibitors and attendees to avoid clashes with key meetings.

Brand involvement

There are two options for brand owners to get involved at this stage. With only 10 shows over three days, organisers are encouraging brands to register interest quickly.

Platinum
These brands will be the sole focus of one 15-minute show. They will be in control of everything from the music to the models and the overall aesthetic. Three sponsored options are available.

Gold
Gold brands will own a 5-minute scene within a category theme of their choice. They will also have input into the soundtrack to their catwalk showcase. Twenty sponsored options are available.

The fashion theme will weave its way throughout BLE and will include:

• High-end product showcases on display close to the catwalk and in the main entrances. These will feature products modelled in the catwalk shows.
• The License Global Theatre is moving back to the show floor for 2022. It will include several sessions and two keynotes dedicated to fashion.
• Products of Change is also making a welcome return to BLE. It will be a powerful driver behind communicating the importance of sustainability in fashion.

Commenting is Anna Knight, SVP of Licensing, Informa Markets. “From Primark x Greggs, H&M x Keith Haring Mark II, and Natural History Museum x Fat Face, to Selfridges opening as a fully-functioning online retailer in the Metaverse and amazing in-store experiences popping up all over the world; fashion is an incredibly exciting space to be in right now. The impact it can have on brands, and brands can have on it, is endless.

“We have been desperate to run a fashion themed BLE for a few years. The pandemic made it impossible in 2020 and again in 2021. But, with everything going on in fashion right now – from design and creativity, to supply chains and distribution, diversity and ethics, and sustainability and responsibility, we will have more to talk about than ever before. I’m so excited about giving the licensing industry this platform to discuss and inspire.”

For further information, please contact greg.mcdonald@informa.com.