LONDON – Mirroring new prime minster Andy Burnham’s decentralization vision for the U.K., the British Fashion Council on Wednesday announced Fashion Britain, a national initiative designed to shift British fashion beyond London and embed the industry more deeply in communities across the British Isles.

Fashion Britain will bring together cities, cultural institutions, retailers, designers, businesses, educators and local communities, and unlock opportunities for designers, strengthen local creative economies and inspire the next generation.

The move is part of CEO Laura Weir’s BFC 2030 vision, which aims to grow the organization’s gross annual revenue by 38 percent to 18 million pounds in five years.

“British fashion is one of our greatest cultural exports, yet for too long participation has been concentrated in too few places,” said Weir, who has been chief executive officer at the BFC since April 2025.

“If we are truly Britain’s fashion council, then our responsibility is to champion creativity wherever it exists, create opportunity, inspire ambition and ensure more people can see themselves in our industry, regardless of where they live,” she added.

Fashion Britain will go live in September across six key cities: London, Liverpool, Manchester, Newcastle, Bristol and Edinburgh. Each city will host a curated program of public events, designer talks, cultural collaborations and retail experiences tailored to local identity while connecting communities back into the wider fashion industry.

Weir stressed the aim is not to weaken London’s role, but to extend the reach of British fashion.

“Fashion Britain is about decentralizing fashion, not by diminishing London’s global importance, but by recognizing that the future of British creativity depends on strengthening the connections between every part of the U.K. Just as our leading national cultural institutions belong to the whole country, fashion should be experienced, celebrated and invested in across the whole country too,” she said.

Among the first programs confirmed, the BFC is partnering with ELLE U.K. for a panel series, bringing established designers, industry leaders and emerging talent to the six cities.

Over the longer term, Fashion Britain will undertake economic as well as cultural intervention, with the BFC pledging to build lasting pathways for designers and creatives to forge sustainable careers in their home regions.

As reported, Weir wants the BFC’s influence – and funding base – to go national.

In outlining her “BFC 2030: Access, Creativity, Growth” plan earlier this year with WWD, she argued that British fashion’s cultural clout far outstripped the structural support behind it, and pointed to regional and local government funds as an underused lever as the council “leans harder into the ‘British’ in its name.”

She has already begun piloting Fashion Assembly in cities such as Hull and Leicester to reconnect designers with the schools and communities that shaped them, embed fashion as a viable career path in early-stage education and strengthen the BFC’s case when tapping mayors and regional authorities for creative industries funding.

That same pivot underpins a wider incubator-style model, from the BFC Mini MBA and business resilience programs to experiments in unlocking subsidized studio space via the patron network. They are designed to help designers build sustainable practices wherever they are based, rather than forcing talent into a London-only model.