If you’re keeping an eye on all the goings-on of London Fashion Week, the British Fashion Council’s City-Wide Celebration is a must-visit. Running from Friday 18th to Tuesday 22nd February alongside the LFW show schedule, the programme brings together hundreds of brands, designers, restaurants and cultural institutions to create over 400 events, many of which are going on in Mayfair. And with so many Mayfair shops, restaurants and salons getting involved, it’s a great way for everyone to get a taste of fashion week. Take a look at some of the events and experiences taking place this week…

Browns Brook Street  

Arcade Collection

This London Fashion Week, Browns are showcasing Arcade Collection, a curation of unique and limited-edition furniture commissioned by Relay Design Agency. Championing Charlotte Kidger, Jochen Holz, Altrock, Rebar and Silo, they’ve reunited with old friends and welcomed new ones to showcase this season’s shoes and accessories from some of their favourite brands.

The Soniferous Forest

Transport yourself into the depths of a tranquil summer forest through a multi-sensory experience like no other at Browns Brook Street this London Fashion Week. In collaboration with Swell by Open Ear, Browns have transformed their Immersive Room into a Soniferous Forest. Visit the flagship boutique for 15 minutes of sonic escapism, reflection, and relaxation.

9am – 6pm, Friday 18th February – Tuesday 22nd February

Browns Brook Street, 39 Brook Street, London W1K 4JE


Visit the ERDEM Store to discover the designer’s first men’s collection and shop the Pre-Spring 2022 collection. Plus, enjoy a complimentary gift with purchase.

10am – 6pm, Friday 18th February – Tuesday 22nd February

Erdem, 70 South Audley Street, London W1K 2RA


This London Fashion Week, Eskandar is celebrating the launch of its S22 collection with £75 off any purchase over £300*.

11am – 6pm, Friday 18th February – Tuesday 22nd February

Eskandar, 27 Mount Street, London W1K 2RT

French Connection

Join French Connection at its SS22 shopping event and enjoy some retail therapy with complimentary treats with a drink in hand. Guests can enjoy complimentary manicures, a Pamper Puff Candle painting workshop and Bable Complimentary drinks – all accompanied by a live DJ, competitions and gift bags.

*Book your complimentary nail slot and Bable workshop place by emailing marketingenquiries@frenchconnection.com

12pm – 4pm, Saturday 19th February

French Connection, 55 Duke Street, London W1K 5NR

Matches Fashion

Raey is partnering with the world’s first zero waste restaurant Silo for London Fashion Week. The pop-up is a collaboration between Rachael Proud and founder of Silo, chef Douglas McMaster and celebrates their aligned environmental values. Raey café by Silo will offer a zero-waste breakfast, lunch and afternoon menu. Find out more here.

10am – 5pm, Friday 18th – Tuesday 22nd February

Matches Fashion, 5 Carlos Place, London W1K 3AP

Toni & Guy

Visit Toni & Guy for a catwalk ready blow-dry, all-new cut and colour or a fashion week up-do and receive a free ‘Label.m’ styling product prescribed by your hairdresser – exclusive to Toni & Guy salons. Call your preferred salon to book your appointment, quoting ‘LFW 2022’.

Check with salon for opening times.

Toni & Guy, 28 North Audley Street, London W1K 6WX


This London Fashion Week, Whistles invites you to visit their stores across the city to celebrate the launch of their SS22 collection and the latest campaign featuring Peipei Tang, Sarah Grützmacher and Awar Mou. Plus, as part of the LFW City-Wide Celebration, participating Whistles stores will be gifting customers a complimentary piece of jewellery, up to the value of £30, with purchases over £250*.

10.30am – 6pm Thursday 18th – Tuesday 22nd February (closed on Sunday)

Whistles, 22 South Molton Street, London W1K 5RR