Japanese imaging giant Canon has renewed its sponsorship of the London, Paris and Milan Fashion Weeks. Despite falling profits, the company said it would extend its existing deals for another three years. In the case of the London and Milan events, this means it will continue as title sponsor.
British Fashion Council chief executive Hilary Riva said: “We are delighted Canon will continue to support London Fashion Week, one of the world’s highest profile events which showcases both emerging and iconic British designer businesses to a global audience. Canon has become a valuable partner and we look forward to working with them on innovative projects to promote British fashion.”
Explaining the rational for the link up, Canon Europe chief of communication and corporate relations James Leipnik said: “The power of the image is at the heart of the world of fashion, and Canon’s leading imaging solutions are used to deliver outstanding results throughout the industry, from image capture through to colour matching and professional quality printing. The continuation of our collaboration with these Fashion Weeks reflects our passion for creating products that help to unlock creative potential in everyone.”
Canon has worked hard to bring its fashion association to life – targeting both consumer and industry audiences. Last year, it ran a pan-European campaign called We Speak Image. As part of that project, people were invited to upload images which they believed represented the spirit of their European nation to a Canon website. The best images were given to leading European fashion designers who used them as the inspiration for a series of fashion collections.