The British Fashion Council (BFC) has announced a London Fashion Week (LFW) partnership with Google Pixel and JW Anderson, which will launch with an activation this month. The BFC and Google Pixel are committed to redefining fashion design in an age where artificial intelligence and artistry converge.
London Fashion Week
The British fashion industry is increasingly intersecting tradition with reinvention, sustainability and technologies. For SS26, that ethos manifests in a partnership between British Fashion Council, British fashion brand JW Anderson and one of the world’s most influential tech innovators, Google Pixel. Together, they will redefine fashion design in an age where artificial intelligence and artistry increasingly converge.
This partnership will focus on empowering the future of British creativity in the age of AI, equipping designers with the right tools and knowledge to embrace tech innovation during the creative process. As part of the activation with Google Pixel, JW Anderson will use Gemini on Pixel to bring to life product imagery through animated art. Pixel will spotlight the creativity of pieces from JW Anderson’s “Cabinet of Curiosities” and tell the story of the luxury brand’s new direction. The BFC and JW Anderson will also present this year’s official opening dinner of LFW. The evening will be captured through the lens of Google Pixel’s AI-powered camera to tell the story in a creative way.
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Earlier this summer, JW Anderson announced the highly anticipated relaunch of his eponymous brand, with a renewed focus on curation and creativity. The brand collaborated with Wedgwood and the Estate of Lucie Rie to celebrate the power of craftsmanship. Laura Weir, CEO of the British Fashion Council said: “AI is here and it must be harnessed for creative good and for fashion, it has potential to transform how we work. But this opportunity also comes with responsibility. We must approach new technologies with care and intention, not for creativity to be replaced by these tools, but to master them, shaping the future on our own terms. This partnership with Google Pixel and JW Anderson is a great example of this.”
For Google Pixel, an integration into London Fashion Week creates a new space to demonstrate how its tools fit into the creative process and generate new ideas. Eileen Mannion, Vice President of Marketing at Google UK said: “At Google Pixel, we are passionate about empowering creativity through technology, and this partnership with British Fashion Council and JW Anderson perfectly reflects our mission. AI is redefining how we tell stories, and we’re excited to show how our tools can support designers across the industry in this exciting new era for British fashion.”
What emerges is not a simple fashion week activation but a manifesto for how fashion might evolve: a space where fabric, fashion design and algorithm, converge.
About JW Anderson
Jonathan Anderson graduated in menswear design from London College of Fashion in 2005 and began his career as a visual merchandiser for Prada. He launched his own menswear collection shortly after in 2008. In 2010, Anderson received sponsorship from the British Fashion Council’s Newton committee and presented his debut collection at London Fashion Week.
Due to his thought-provoking silhouettes which were a cross-pollination of masculinity and felinity, fans and friends persuaded Anderson to launch a womenswear capsule collection in 2010, which sold out and led to him securing a second NewGen sponsorship. In September 2012, Anderson collaborated with Topshop on a limited-edition collection that sold out within hours of its launch. Anderson produced a second collection for Topshop in February 2013.
In June 2013, he showcased his first collection for Versace‘s diffusion line, Versus. In September 2013, LVMH took a minority stake in JW Anderson and hired him to take the creative reins at Loewe, an LVMH-owned brand based in Madrids. Since his appointment, Anderson has exhibited a more evolved version of his design aesthetic and in 2015 was awarded womenswear and menswear designer of the year at British Fashion Awards, the first time any fashion designer had been presented with both awards in the same year!!
Anderson has also been honoured by the British Fashion Council with “Emerging Talent, Ready-to-wear” in 2012, “The New Establishment Award” the following year, “Menswear Designer of the Year” in 2014, “Menswear Brand of the Year” and “Womenswear brand of the Year” in 2015, “Accessories Designer of the Year” and “British Designer of the Year — Womenswear” in 2017. PS In 2015 he was incorporated as a permanent jury member for the LVMH Prize and in 2019 named a trustee of the Victoria and Albert Museum by UK prime minister Theresa May.
About British Fashion Council
The British Fashion Council was founded in the early 80s by visionary industry professionals determined to elevate the profile of British fashion and create a collaborative network that would bridge creative talent with commercial opportunities.
In its formative years, the Council focused on forging key collaborations with iconic fashion designers and cultural institutions. These partnerships were instrumental in promoting British design and cultivating an environment where innovation could flourish, setting the stage for a dynamic fashion ecosystem. The launch of several famous collections and high-profile fashion shows marked a significant turning point in the Council evolution, captured global attention and underscored the creativity of the British fashion industry.
A series of milestones followed, including the establishment of London Fashion Week as a premier event on the international fashion calendar. This achievement bolstered the reputation of British fashion and provided a critical platform for emerging designers to showcase their work alongside established brands. In parallel with its growing influence, the British Fashion Council embraced sustainability initiatives. By championing ethical production methods, recycling innovations, and the use of sustainable materials, the organisation has made significant strides in reducing the environmental impact of the fashion industry.
Strategic acquisitions and partnerships with industry bodies further strengthened its position and enhanced its ability to support designers through digital innovations, mentorship programmes, and expanded global outreach, ensuring British fashion remains competitive and relevant. Today, the British Fashion Council stands as a testament to decades of innovation, resilience, and collaborative progress. Its history is marked by a continual evolution that reflects the changing dynamics of the fashion industry while preserving the rich heritage and creative spirit of Britain.
The British Fashion Council announced Laura Weir as its new Chief Executive Officer, effective 28 April 2025. Laura Weir succeeds Caroline Rush, who has led the council for fifteen years. Recognised as a leader in the fashion industry, Laura Weir brings a knowledge of British fashion, executive board level experience in retail, and editorial industry leadership. Weir is also an experienced fashion journalist who has written for the London Evening Standard’s ES Magazine, The Sunday Times, and British Vogue. She joined British retailer Selfridges in January 2023, overseeing creative, marketing and communications.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
