UK. Fashion Week has found a new home — and it is a parking lot.
Fashionistas and models are making themselves comfortable at central London's Brewer Street Car Park, an unremarkable building that has been transformed for a week into a catwalk space and a glamorous showroom for clothes, bags and shoes.
It is a far cry from the event's old headquarters, the stately, elegant Somerset House on the banks of the Thames. But the car park is smack in the heart of bustling Soho, right in the middle of the capital's densest concentration of shopping streets, theaters and gay bars.
It is gritty, brash and very much United Kigdom.
Judging from the scrum of photographers and curious passers-by on the narrow streets outside, the new location was generating unprecedented buzz for the event.