The UK Government’s initiative, Explore British Chic, is a curated fashion and lifestyle journey through Britain. Acclaimed fashion columnist, Teresa Cheung, was recently appointed as the official British Fashion and Lifestyle Ambassador for the campaign, chosen to embark on an inspiring five day exploration of the region’s heritage and innovation.
The voyage coincided with London Fashion Week, with the support of the British Fashion Council and UK Sunshine Digital. Teresa Cheung visited the historic Burlington Arcade – favoured by royalty and boasting a wealth of timeless brands – where she was immersed in the finest British craftmanship, discovering the marriage between modernity and heritage that defines the UK’s lifestyle sector.
Explore British Chic Team Attends London Fashion Week
This Explore British Chic journey responds to the UK Government’s Industrial Strategy, which identifies eight sectors as vital to the country’s economic growth. The fashion and lifestyle industry is a key component of the UK’s retail sector, which contributes over five billion GBP to the British economy, from globally renowned labels to boutique artisan businesses. More than a promotional campaign, the activation builds a meaningful bridge between Chinese audiences and British brands.
The campaign saw UK Sunshine Digital as the official partner of the British Embassy in China.
uksunshinedigital.com 