1664 Blanc takes to the LFW runway, again
Carlsberg’s super premium French beer brand 1664 Blanc is returning as principal partner of London Fashion Week for a second year running.
The brand, which debuted at London Fashion Week in 2024 to coincide with its UK launch, is taking the opportunity to reiterate how it is backing creativity, and self-expression and as well as showing its dedication towards supporting emerging designers and inviting consumers to “join the social avant garde”.
As part of the activity, Carlsberg has revealed that 1664 Blanc will be partnering with several NewGen designers to offer seats at the show.
According to the brewer, as part of a “social giveaway” to support the partnership, consumers can win two tickets to London Fashion Week runway shows by trailblazing talent Di Petsa, Chet Lo and Sinead O’Dwyer, including backstage access and meet and greets with designers, followed by a luxury stay at five star hotel The Londoner, and a three course meal at French restaurant Louie.
Alongside this, Carlsberg has said that the 1664 Blanc will be supporting The British Fashion Council (BFC)’s The Shop at London Fashion Week, an archive and discovery space open from 22- 24 February at 245 Regent Street. The space will feature an exclusive collection from LFW names including 16Arlington, Bianca Saunders, Conner Ives, CompletedWorks, Helen Kirkum, Johanna Parv, Saul Nash and many more.
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Customers can also enjoy a 1664 Blanc at the brand’s bespoke bar as well as sign up for a chance to join a number of exclusive events including panel discussion, sustainability workshops and customisation stations.
Speaking to the drinks business Carlsberg Britvic’s director of marketing Dharmesh Rana said: “At the start of 2024, we arrived in the UK market with a clear goal – to position 1664 Blanc as a premium lifestyle brand within the beer category-breaking the mould of what’s expected from a beer brand. We partnered with London Fashion Week as their principal partner to set 1664 Blanc apart by fusing the worlds of fashion and beer to drive awareness, consideration and cultural relevance with a new fashionable audience.”
Rana told db: “This LFW season we have partnered with three trailblazing designers to bring consumers closer to the action with a chance to win tickets to their shows and receive an iconic 1664 Blanc experience” and revealed: “We are also supporting the new LFW shop on Regent’s Street, where everyone can enjoy a 1664 Blanc whilst browsing collections and listening to incredible panel discussions. We are so excited to continue our role as principal partner for 2025, with big plans for the year to continue creating memorable brand moments for everyone throughout LFW.”
Explaining more about the tie-up, Rana, added: “Last year was a hugely exciting time for 1664 Blanc as we proudly launched in the UK as ‘Principal Partner of LFW’. Through authentic collaborations and engaging consumer experiences, we have pushed the expectations of what a beer brand can be. Looking ahead to 2025, we’re thrilled to build on this, creating further impactful moments that amplify our partnership and make LFW more accessible in a way that resonates with our audience.”
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