In pictures: Madame Tussauds unveils brand-packed LFW experience


London attraction Madame Tussauds has revealed a new experience in celebration of London Fashion Week (LFW), featuring its models, fashion and sponsor brands.

Opening to the public yesterday (8 February), the new multisensory exhibition offers guests a backstage look at the fashion event. A figure of Kendall Jenner has been positioned at a dressing table littered with products from LFW beauty partners Maybelline New York and Toni & Guy.

The scent of Lavazza coffee, another sponsor of the event, has been vapourised into the air at the experience.

Visitors can pose on the catwalk next to Cara Delevingne before facing American Vogue’s editor-in-chief, Anna Wintour, at the bottom of the runway.

From 13-21 February, guests who spot a special golden clothes tag at the experience will be given the chance to go home with a goodie bag full of Maybelline New York, Toni & Guy and Lavazza products.

The Persuaders was chosen by Madame Tussauds owner Merlin Entertainment to produce the set, which has taken six months to develop.

Jules Heaton, global brands marketing director at Madame Tussauds, said: "The Persuaders were engaged by Merlin Entertainment as Creative Directors to design and style the new experience based up upon their work with fashion brands during LFW and their continuing successful work within the immersive events industry. Our aim is to increase the immersive element of the attraction and The Persuaders were the ideal agency to help us achieve this."

Andy McDonald, creative director of The Persuaders, added: "It’s an honour and very exciting for us to work with such a recognisable international brand and help them achieve new ideas.  We worked with a brilliant team from Madame Tussauds and right from the start we helped them conceive the experience, how it could become more immersive and celebrate the intensely vibrant world of fashion at Fashion Week."

More: Madame Tussauds unveils 'selfie taking' Kim Kardashian

Blog: How cultural venues are adapting with technology

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @dollydeighton

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free