LONDON — From February 2012, Vodafone U.K. will begin a seven-season sponsorship of London Fashion Week.

 

Prior to this, Vodafone was the official communications partner of London Fashion Week, and the title sponsor of London Fashion Weekend, a consumer-shopping event. The company will continue to sponsor London Fashion Weekend and the British Fashion Awards.

 

Vodafone U.K. replaces Canon as London Fashion Week’s principal sponsor, though Canon will continue to partner with London Fashion Week and the BFC on various activities, said Caroline Rush, chief executive of the British Fashion Council.

 

During a breakfast to announce the sponsorship Wednesday, Danielle Crook, director of brand marketing at Vodafone U.K., said 90 percent of Vodafone’s customers “have an interest in fashion,” while 50 percent of those follow fashion on a regular basis.

 

As part of the sponsorship, Vodafone will offer its customers the chance to win tickets to runway shows taking place at the BFC’s Somerset House show space. It will offer a viewing platform for customers attending runway shows, and a VIP lounge at the venue, and services such as phone charging for buyers and editors attending shows.

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