London Fashion Week is celebrating its move into Soho, with a short film dedicated to the “richness and diversity of the fabulous square mile”.

Created by BBH, the ‘Ode to Soho’ features a poem written and performed by World Poetry Slam Champion, Harry Baker. In one part, he voices: “A place of history, disbelief and everything that’s in between. One can come to live the dream, and live it individually. Wicked beats, inner peace, different scenes, hipster please, collaborate and intervene at Soho.”

Adds the write-up: “The aim was to create something that wouldn’t just appeal to the fashion lovers, but also to the people of London, specifically the eclectic workers and dwellers of Soho. We want them to see this video and get excited about the impending fashion takeover, and to feel proud of the unique heritage of their chosen area.”

BBH Zag, the branding and venturing division of BBH, has been appointed lead creative agency by the British Fashion Council for LFW. Its brief is to help turn fashion week into the UK’s leading cultural event. The relationship will encompass developing a long-term brand strategy and core brand identity for LFW that will be adaptable for each season.