not just a shop x LCF Founders Club pop-up
London College of Fashion, East Bank
The Brief
University of the Arts London's not just a shop — a not-for-profit retail platform showcasing designs by students and alumni — partnered with the LCF Founders Club to host a pop-up at London College of Fashion's East Bank campus in Queen Elizabeth Olympic Park. The goal was to drive event footfall and build awareness of not just a shop as a destination for emerging creative talent.
The Approach
I led the PR and communications strategy for the pop-up, working across press outreach, social media content, and designer partnerships. Collaborating with participating designers — HARRI, Kyle Ho, FibreLab and The Fashion Blueprint — I produced short-form social media content that brought the event to life before and during its run. Press outreach was targeted at publications and platforms reaching UK fashion, design and culture audiences, with a particular focus on the East Bank community.
The Results
Built engagement across the arts, culture, sustainability, and fashion communities through integrated campaign activity.
Generated 65K+ organic Instagram impressions through collaborative social content with participating designers and London College of Fashion.
Secured media coverage across key industry and regional platforms including Queen Elizabeth Olympic Park event listings, Fashion District, Dezeen Events, FashionUnited, The Glossary, LDN Fashion, Creative Newham, and Newham Voices print edition.
Achieved a combined press reach of 300K+ targeted UK readers.
Overall campaign results:
Reach: 1.6M+
Impressions: 700K+
Social media engagements: 65K+
Features
Queen Elizabeth Olympic Park · Fashion District · Dezeen Events Guide · FashionUnited · The Glossary · LDN Fashion · Creative Newham · Newham Voices
Image credit: Piotr Rulka, not just a shop x LCF Founders Club pop-up launch event, with drinks sponsored by Karma Drinks.