1664 Blanc, the iconic French beer, has proudly announced its return as the Principal Partner of London Fashion Week (LFW) for the second consecutive year. Building on the success of its debut partnership in 2024, which coincided with the brand’s UK launch, 1664 Blanc continues to break new ground by merging the worlds of fashion and beer in a way that challenges convention. The collaboration aims to create bold, culturally resonant experiences that resonate with a trend-driven, forward-thinking audience—ultimately reshaping the future of beer consumption.
Pushing the Boundaries of Fashion and Beer
1664 Blanc’s commitment to pushing boundaries remains at the heart of this partnership. The beer brand, with its striking blue bottle and sophisticated flavour profile, continues to be a beacon of creativity and self-expression. By aligning itself with the high-fashion world of LFW, 1664 Blanc is helping to platform emerging designers and inviting consumers to become part of the social avant-garde. The brand’s 2025 initiative sees a continuation of this journey, with an exciting collaboration with several NEWGEN designers.
As part of its ongoing commitment to championing fresh talent, 1664 Blanc will offer consumers the chance to win exclusive access to LFW. Through a social media giveaway, lucky winners will secure two tickets to runway shows from cutting-edge designers Di Petsa, Chet Lo, and Sinead O’Dwyer. The prize includes not only backstage access and meet-and-greet opportunities with the designers but also a luxury stay at The Londoner, a five-star hotel, along with a lavish three-course meal at Louie, a sophisticated Parisian-inspired restaurant. This giveaway ties in perfectly with 1664 Blanc’s roots, celebrating the brand’s French heritage.
Supporting LFW’s The Shop and Creating Experiential Moments
In addition to its presence on the catwalk, 1664 Blanc will sponsor The British Fashion Council’s (BFC) The Shop at London Fashion Week. This unique space, open from 22nd to 24th February at 245 Regent Street, will feature an exclusive archive collection from some of LFW’s most renowned designers including 16Arlington, Bianca Saunders, Conner Ives, and Saul Nash. Visitors can enjoy a complimentary 1664 Blanc at the brand’s bespoke bar and sign up for a series of exclusive events such as panel discussions, sustainability workshops, and customisation stations.
Dharmesh Rana, Director of Marketing, Premium Brands at Carlsberg Britvic, expressed excitement for the continued partnership: “Last year was an exciting time for 1664 Blanc as we launched in the UK and became the Principal Partner of LFW. We’ve successfully exceeded expectations, creating authentic collaborations and engaging consumer experiences. In 2025, we’re thrilled to continue this momentum, creating impactful moments that make LFW more accessible to our audience.”
A Stylish Campaign: 1664 Blanc on the Runway
1664 Blanc is also stepping onto the runway with its latest marketing drive, which uses innovative visual assets to turn the beer bottle into fashion-inspired items. Creative agency Fold7 has helped bring this vision to life, transforming the distinctive blue bottle into a puffer jacket and even imprinting it onto a makeup palette. The out-of-home activations will run nationwide from 20th February to 30th March, aiming to further cement 1664 Blanc’s position as the drink of choice for the fashion-forward.
Rebecca Allen, Senior Brand Manager at 1664 Blanc, highlighted the brand’s longstanding association with fashion events, saying: “We are the drink of Fashion Week events in both London and Copenhagen. With this campaign, we are embracing the world of fashion and positioning ourselves squarely in it, with our iconic blue bottle front and centre.”
John Yorke, Creative Director at Fold7, shared his enthusiasm about the creative process: “It has been a pleasure to craft these new blue jewels with the talented craftspeople at Man vs Machine. I can’t wait to see these creations turning heads at London Fashion Week this year.”
A Bold Vision for 2025
1664 Blanc’s return as Principal Partner of LFW in 2025 reinforces its commitment to innovation, creativity, and cultural resonance. As the brand continues to push the boundaries of beer marketing, its fusion with high-fashion events like LFW challenges traditional perceptions and positions 1664 Blanc as a brand that is both stylish and playful—much like the industry it celebrates.
Through its partnerships, giveaways, and creative campaigns, 1664 Blanc is not just sponsoring an event; it is reimagining how a premium beer brand can engage with fashion, culture, and its consumers. As the next generation of beer drinkers emerges, 1664 Blanc is positioning itself at the intersection of luxury, creativity, and inclusivity, making LFW more accessible while continuing to resonate with trend-driven, style-conscious audiences.
Conclusion
By continuing to merge the worlds of fashion and beer, 1664 Blanc is rewriting the rules of brand engagement. With its commitment to supporting emerging designers, its eye-catching out-of-home activations, and its ongoing partnership with LFW, the brand is poised to leave an even more lasting mark on the fashion scene in 2025. Whether it’s through exclusive giveaways, collaborations with designers, or a stylish new campaign, 1664 Blanc is proving that beer can be as fashionable as it is refreshing.
For more information on 1664 Blanc’s LFW partnership and its upcoming events, visit the brand’s official website or follow their social media channels for the latest updates.
