Behind the campaign of Season 6 – London Fashion Day

In a world of shifting narratives and global transformation, fashion returns to its truest form: authenticity. This is the driving idea behind the sixth season of London Fashion Day, set to take place on 1st November 2025 at the iconic St John’s Church, Hyde Park, London.

The new season will once again gather emerging and independent designers from the UK, Europe, and beyond — all on one runway, one vision, one purpose: to redefine fashion as a space of identity, individuality, and bold artistic voice.

But before the collections grace the catwalk, the heart of every season begins with a visual story. The official campaign for LFD Season 6, titled “The Art of Being”, captures not only the aesthetics but also the soul of what London Fashion Day stands for.

Creating the Campaign — Behind the Lens

The campaign shoot brought together a powerful team of creatives — from stylists and photographers to designers and artists — each contributing their vision to create something much larger than a picture. It became a statement.

Model Lidia Clifford, who appears on the campaign cover, shares: “When Konstantin invited me to be the cover model and face of the sixth season of London Fashion Day, I felt incredibly honoured. Two seasons ago, this show was where my catwalk journey began. Since then, I’ve walked in shows for brands like Ralph Lauren, Hobbs, Harvey Nichols, and Reiss — but returning to LFD as its campaign face felt like coming home.
This shoot was about more than creating beautiful imagery; it was about embodying confidence, individuality, and connection. London Fashion Day celebrates talent and gives space for models to shine as artists. I’m excited to see what Season 6 brings.”

The Vision — Through the Eyes of the Team

Mariana Zabramna, fashion photographer and author of the season’s official cover: “London Fashion Day always carries a unique energy. Konstantin’s clear direction and deep concept allowed me the freedom to align my own vision with his. It was not just a shoot — it was collaboration at its purest, and I’m truly grateful to be part of this story.”

Daria Chyzhyk, backstage photographer: “As a Ukrainian photographer, it was an honour to be part of this campaign, especially working within the London Fashion Week atmosphere. There was a creative match between the team — everyone worked in harmony, and I’m proud to promote Ukrainian art and talent on the UK scene.”

Julia Aleksashina, hair stylist: “This shoot allowed me to step beyond beauty and into artistry. It was a refreshing breath of creative air — the kind that keeps inspiration alive.”

Sasha Mamedova, makeup artist: “Being the lead MUA for London Fashion Day was an amazing opportunity to showcase my vision of beauty. It was not just work — it was connection, collaboration, and real creative exchange within the London fashion industry. I’m deeply thankful.”

Maison Sophy G, designer of the campaign’s featured look: “For me, participating in London Fashion Day is not just about fashion — it’s about a story almost a decade long. It started in Odessa and grew into an international platform that connects style, talent, and creativity. Seeing our dress as part of the campaign’s visual story is a moment of real pride. Fashion here becomes a language of art.”

Dinara Ostr, videographer: “This project was about more than filming — it was about contributing to something meaningful. Every season LFD supports and uplifts others, and being part of that process is both a personal and professional highlight.”

Konstantin Lieontiev, founder and producer of London Fashion Day, concludes: “To work with such a talented team is an honour. When you feel that everyone is aligned, moving toward one vision, that’s when something powerful happens. That’s when fashion becomes emotion, identity, and message — not just style.”

What’s Next

With the sixth season approaching, London Fashion Day continues to be a platform for independent designers, artists, and creative minds. This campaign reflects its soul: bold, individual, honest.

On 1st November, the church doors will open again — to beauty, bravery, and the art of being.