London Fashion Week will move from the runway to the dance floor tonight as NO PERMISSION and MAX&Co., in collaboration with ATELYA STUDIO, bring fashion, music and nightlife together across two events in central London.
The evening will begin with an intimate pre-party at the MAX&Co. flagship store on Regent Street before moving to Club 77 on Welbeck Street for a late-night programme featuring DJs, models, designers and creative talent. The format is designed to connect the fashion week crowd with London’s wider music and nightlife culture.
From Regent Street to Club 77
The first part of the evening will take place from 6:00pm to 8:00pm at MAX&Co.‘s flagship store at 133 Regent Street. The invite-only gathering will feature Lulah Francs on the decks and will give guests an early start to the evening within the brand’s retail space.
The event will then move to Club 77 at 77 Welbeck Street from 10:00pm until 3:00am. Unlike the private pre-party, the main event will be open to the public, creating a larger space for the fashion and music communities to meet during London Fashion Week.
The programme will feature Remixia, Paloma Le Friant and Wolfram. Le Friant, a model and MAX&Co. ambassador, is also the daughter of French DJ and producer Bob Sinclar. Wolfram, the Austrian fashion figure and DJ, will also bring his long connection with fashion events and front row culture to the night.
When the Runway Meets the Dance Floor
The organisers have positioned the evening as more than a conventional fashion brand party. Its central idea is the meeting of fashion and nightlife, with the Club 77 programme bringing together MAX&Co. talent, designers, models and other figures connected to London Fashion Week.
That approach reflects the role that music and nightlife often play around fashion week. The runway may provide the formal presentation of a collection, but parties and late-night events create another space where designers, models, artists and audiences can interact.
For MAX&Co. and NO PERMISSION, the two-part programme takes that relationship into the centre of the evening. Guests will move from the brand’s flagship store to a dedicated club setting, with music providing the link between the two.
A London Fashion Week Night With Music at Its Centre
The Club 77 programme will place DJs and performers at the heart of the event. Remixia, Paloma Le Friant and Wolfram will bring different connections to fashion and music, while the wider guest list is expected to include designers, models, MAX&Co. talent and members of London’s creative community.
The event will also be documented through photography and film. The organisers have said content will be edited during the night, with fresh event material available during the event and the following morning.
Interviews with participating artists and talent will also be available upon request, giving media guests an opportunity to explore the people behind the programme.
As London Fashion Week continues to expand beyond the traditional runway format, tonight’s programme offers another example of how fashion, music and nightlife can share the same cultural space. The evening will start on Regent Street and continue into the early hours at Club 77, bringing the fashion week crowd with it.
