They are joined by House of Fraser and Matches Fashion in collaboration with Elite London, all of which have devised installations within their central London premises.
Complete with the #LCM logo and hashtag, the work is designed to showcase the best of British menswear. The installations were put in place yesterday (7 January) and will remain in situ until 12 January.
Swatch is also activating around LCM, teaming up with Spotify to create a series of bespoke playlists comprising songs that have inspired the new season collections, which are being hosted on the digital music service's app.
The watch brand will also be handing out a Power Tracking device each day during the event. Those who head to the Swatch Facebook page and comment on their favourite 'power track' will be in with a chance to win.
The British Fashion Council (BFC) has also joined forces with River Island to host screenings of films by Lou Dalton, Man About Town and Martine Rose at 180 Strand on 10 January. It is expected that 750 Johnnie & Ginger cocktails will be served at the event.
Land Securities is similarly demonstrating its support for LCM, with catwalk highlights to be displayed on the Piccadilly Circus screens from today until 11 January, the final day of the event.
The likes of Alexander McQueen, Burberry and Topman Design are all set to live-stream their shows, offering those who are unable to attend the chance to take in the action. The live streams can be accessed via the LCM website. Designer brand J.W Anderson has teamed up with Grindr to live-stream its catwalk show.
The British Fashion Council (BFC) has released a series of facts and figures around LCM AW16, offering industry insiders as well as consumers insight into the event.
- 5,000 Lavazza cappuccinos are expected to be served throughout the four days
- Approximately 70kg of the company’s beans will be ground and served to guests
- It is predicted that 9,000 cans of still and sparkling Cano Water will be served
- 6,500 bottles of Warsteiner lager are expected to be consumed
- Propercorn will keep hunger at bay with 2,500 bags of its popcorn to be devoured
- 80 Floris candles will be burned
- 35 Mercedes-Benz vehicles are being used to transport VIPs to events during LCM
- For the first time the Designer Showrooms are located under one roof at Victoria House
- There are two BFC show spaces, with a new space at 180 Strand to open from 9-10 January
- There is a 90-metre long catwalk at Victoria House
- 180 Strand will house a 43-metre catwalk
- Catwalk shows and presentations will take place at 39 venues across central London
- This season 46% of designers have opted to stage presentations rather than catwalk shows
Alexander McQueen, Belstaff, Burberry, Dunhill, Topman Design, Coach, Moschino, Paul Smith and Christopher Kane are among the brands and labels set to showcase their wares at LCM AW16. A total of 65 designers are showing on schedule, meanwhile 65 will feature in the designer showrooms.
More LCM and BFC fashion news: