With a series of activations kicking off this autumn/winter (there are no details of these just yet), Trafford Centre will “become part of a community committed to future-proofing the fashion industry” while “supporting the UK’s design talent of the future”.

Simon Layton, centre director at Trafford Centre, said: “[Our] patronage of the British Fashion Council is an incredibly exciting relationship for us, and we are thrilled to be joining a community that advocates for fashion industry excellence.  We look forward to sharing more on the activations we are currently planning for later this year.”

Antonia Wigan, Commercial Director for BFC, added: “Trafford Centre’s… commitment reflects the strength, creativity, and commercial opportunity that exists within the region. As one of the UK’s most iconic retail destinations, Trafford Centre offers a powerful platform to support and spotlight British fashion talent and businesses. This partnership plays a vital role in extending the BFC’s reach, ensuring our work resonates nationally”.

The shopping centre joins 69 existing BFC patrons including major retailers John Lewis, Selfridges, and M&S and it's interesting that with so much designer fashion being London-focused, the Trafford Centre link reflects the BFC looking beyond the capital to spread its message country-wide.