As principal sponsor of the London Fashion Week, this February Sunglass Hut has organized some appointments that must not be missed by anyone who loves exclusive and one-shot collaborations that transform fashionistas from simple amateurs into real style experts. 

At all Sunglass Hut stores in London and the Sunglass Hut pop-up store at Lights of Soho in Brewer street (and also on sunglasshut.com/uk), fashionistas could try on the hottest eyewear of the moment and be the stars of a photo that would join the flow of social communications animating the Fashion Week with the hashtag #diveintofashion. The #diveintofashion motto was the catalyst of a call to action by seven London taste makers who invited their fans to go to one of the seven Sunglass Hut stores in London and take part in a contest for invitations to the fashion shows and other exclusive prizes. 

Sunglass Hut had an exclusive lounge at the London fashion shows: everyone who attended the shows (also the winners of the contest) had the chance to visit the lounge and customize a case of their choice from among those created for the occasion by stylist Henry Holland (who was selected this year also to decorate the iconic London Fashion Week tote bag) and another two British artists, Kate Moross and Julie Verhoeven. 

These were the talents chosen by Sunglass Hut to give all fashion lovers a 100% “British” experience. Henry Holland, famous for the eccentric style that he has also applied to his eyewear cases, visited the Sunglass Hut lounge on Sunday, February 21. Artists Kate Moross and Julie Verhoeven were present at specific times during the Fashion Week for the “live” customization of the eyewear cases: art director Kate Moross, known for her energetic squiggles, went there on Friday, 19 and Saturday 20, while illustrator Julie Verhoeven, known for her magical bright colours, on Friday 19 and Tuesday 23.

Anyone who visited the Sunglass Hut pop-up store at Lights of Soho during the Fashion Week received one of the cases created by Henry Holland, Kate Moross and Julie Verhoeven and customize it with special stamps. For every purchase at all SGH stores in the UK customers were gifted with the London Fashion Week tote bag. 

Sunglass Hut has launched its Snapchat profile (SunglassHutLive). To relive all the best moments of LFW visit Sunglass Hut Instagram profile.