Chicmi Fashion Calendar Menu

2017 London Fashion Event Trends

Chicmi has the most comprehensive fashion event listings on the web for London, New York & LA. After the success of our 2016 report we're bringing you an in-depth dossier on the trends in the fashion scene each month in 2017 to give you an overview of this constantly evolving industry.

Note: Because you are looking at the current year, all data is year-to-date. We update the data once every month.

Gender Interest

As you'd expect the fashion industry is dominated by female consumers. However men are becoming more involved in this category.

Age Interest

The majority of people looking at the site are interested in sample sales, which explains why the most prominent age group is 25 to 34. The younger generation are looking for new, hip and cult brands with low price points, the older generations look for more established brands, social events, exhibitions, education and networking.

Geographic Interest

Most of the visitors to London events are in the UK. However there is a healthy interest from countries closely connected to the UK like America and Europe, and even further afield from people in countries like Japan and China, who research fashion events before they travel to the city.

Day of Week

London's fashionistas tend to check in mid-week at work to plan their weekend, while they're more likely to be out and about on Saturday and Sunday rather than online

Time of Day

People often check early in the day to catch the newest listings and plan their day - or in the evening to browse and discover new interesting events and brands.

Types of Events

In the industry the focus of events is still shifting stock - and the hottest way for brands to engage face to face with consumers is to host sample sales and in-store events. However there is a diverse fashion scene in London and there are more other types of events in this city than anywhere else, particularly with the rise of branded fashion exhibitions.

Hottest Event Regions

Fashion events in London are often focussed around Mayfair and Oxford Street for high-end events, and in Hackney and Shoreditch for indie and emerging events. Fashion exhibitions are regularly hosted by the Fashion & Textile Museum in Southwark or the V&A.

Fashion Events by Month

The fashion industry in London has events all year round, but it's often quieter in January and August, and peaks towards Christmas. The Christmas peak is less pronounced in the UK than in US cities, with a stronger Spring/Summer event calendar.

Event Opening Day

Surprisingly Thursday is the most popular day for fashion event organisers to open their event in London, leading up to a strong weekend. Events rarely open in London towards the beginning of the week. Weekends in London are really important, unlike in New York where a lot of shopping happens on lunch breaks or after work.

London Sample Sales in 2017

Hottest Sample Sale Regions

The sample sale scene in London is distinctly focussed in two key regions - around Mayfair and particularly The Music Rooms on South Moulton Lane for high end sample sales - and around Shoreditch, Hackney and particularly the Old Truman Brewery for emerging and independent designers.

Fashion Sample Sales by Month

Sample sales happen in London all year round but are mostly focussed on two key seasons - Spring and Winter. The Spring scene is long and spread out - starting from March and running through to July - but the Winter season is distinctly focussed on November and December Christmas shopping.

Top Fashion Sample Sales in 2017

These London sample sales were the most popular on Chicmi in 2017.

# Event Change
1 Pop Up Designer Outlet (Dec 2016 - Jan 2017) 7
2 Karen Millen Warehouse Clearance Sale (Jan 2017)
3 Designer Sales UK Sample Sale (Jan 2017)
4 Ille De Cocos Sample Sale (Jan 2017)
5 Craft Central One Day Designer-Maker Sale (Jan 2017)
6 Fashercise Pop Up & Sample Sale (Jan 2017)
7 Libélula Sample Sale (Jan 2017)
8 Hush Sample Sale (Jan 2017)
9 James Lakeland Sample & Warehouse Sale (Jan 2017)
10 Fjällräven Sample Sale (Jan 2017)
11 Laboratory S Multibrand Winter Sales Event (Jan 2017)
12 Karen Millen Warehouse Clearance Sale (Jan 2017)
13 4649 Sample Sale Pop Up (Jan 2017)
14 Content & Co Menswear Sample Sale (Jan 2017)
15 Crewroom Sample Sale (Jan 2017)
16 Style PB Curate Active Wear Sample Sale (Jan 2017)
17 ME+EM Sample Sale (Jan 2017)
18 Helmer Sample Sale (Jan 2017)
19 Katherine Hooker Sample Sale (Jan 2017)
20 Ptolemy Mann Sample Sale (Jan 2017)
Most popular sample sale brands 
Most active sample sale brands 
Most popular sample sale venues 
Most active sample sale venues 

London Fashion Exhibitions in 2017

Fashion exhibitions by month 
Most popular fashion exhibitions 

London Fashion Shopping Events in 2017

Shopping events by month 
Most popular fashion shopping events 
Most popular shopping event brands 

London Vintage Sales in 2017

Vintage sales by month 
Most popular vintage sales 
Most popular vintage sale venues 

London Bridal Sales in 2017

Bridal sales by month 
Most popular bridal sales 
Most popular bridal sale brands 
Most popular bridal sale venues 

Want your own brand's data?

Although we don't publish actual numbers for brands and venues, we do share them with the brand owners themselves for free. To get access to your own brand or venue's dashboard, customise the look and feel of your brand on Chicmi, and see stats about all of your events, contact our team by emailing

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