Carlsberg Marston’s Brewing Company (CMBC) has lined up a partnership with the British Fashion Council to mark the UK launch of its 1664 Blanc brand.

Paris-inspired 1664 Blanc, which is brewed in Northampton for the UK market, will be the principal partner for London Fashion Week. The year-long deal with the British Fashion Council starts from February.

 “1664 Blanc is already a global success story with part of its success down to its strategic partnerships with the global fashion industry,” explained Dharmesh Rana, director of marketing, premium brands, CMBC. “As a fashion powerhouse in the UK, LFW was the obvious partner to get the UK launch of Blanc off to an unmissable start. We are looking forward to the year ahead as we partner with LFW amongst other initiatives, to champion emerging UK fashion talent whilst reflecting the brand’s design-oriented approach.”

London Fashion Week takes place from February 16-20.

1664 Blanc will be available in Selfridges London from February, with activity including the pictured installation. Nation-wide confirmed listings also include Tesco, Waitrose and Co-op.