It’s London Fashion Week again and we thought we should celebrate the ten-year anniversary of the great collaboration between DFS and leading British designer, Giles Deacon, brought to life at London Fashion Week 2013 in a joint show. We partnered Giles and DFS to help fulfill DFS’ vision of bringing design lead, comfortable, affordable sofas to everyone.

We partnered one of Britain’s leading designers, Giles Deacon, with DFS to announce the launch of DFS Design Foundation, designed to support young British designers as they begin their commercial careers, by providing a cash bursary and training with Giles and DFS.

We launched the DFS Design Foundation at London Fashion Week with a joint show, showing Giles’ latest range and his Ltd edition DFS lip gloss sofa, followed by an onstage interview explaining the role of the DFS Design Foundation and DFS’ commitment to design.

The campaign used London Fashion Week to take DFS to a different audience, demonstrate a genuine commitment to developing British design and keep DFS top of mind in a traditionally quieter time of year for them.