The British Fashion Council Announces OMODA As New Principal Partner For London Fashion Week February 2026

Automotive brands at fashion week used to mean expensive cars sitting outside show venues, taking editors and VIPs from one location to another before disappearing into the background. OMODA's new principal partnership with London Fashion Week shows a different approach - the Chinese automotive brand is positioning itself as part of the cultural conversation, showcasing the OMODA 7 SHS alongside February's runway schedule and sponsoring an intimate dinner in collaboration with ROKSANDA, going beyond the traditional ‘shuttle provider’ role.

The partnership, announced ahead of LFW's February 19-23 dates, represents OMODA taking on the kind of integrated role normally held for beauty conglomerates or luxury fashion houses. There's an immersive digital hub at the BFC NEWGEN Show Space, a content series with the BFC, and direct designer support; all framed around shared values of "individuality, self-expression and joy" according to the official line. It's brand alignment, sure, but it’s also worth noting how OMODA is weaving itself through the week rather than simply writing cheques and calling it sponsorship.

For context, OMODA is part of Chery Holding Group, a Chinese automotive giant that climbed 152 places to rank 233rd on the 2025 Fortune Global 500 with $39.1 billion in revenue. The brand itself targets Gen Z buyers with "cutting-edge design and futuristic technology". The OMODA 5 was its first UK model, and the 7 SHS and 9 SHS are hybrid vehicles presented as bridging "front row fashion moments to everyday life." Whether this will land, or come across as an overreach depends largely on the execution of this partnership; the decision to anchor around LFW suggests OMODA is betting on cultural impact over pure automotive ideas.

Laura Weir, Chief Executive of the British Fashion Council, framed the partnership as a meeting of design-first philosophies: "OMODA's commitment to design and innovation makes them a powerful partner for LFW. Together, we're championing individuality and creativity, while shaping and supporting a February schedule that reflects the energy, diversity and ambition of London fashion." Victor Zhang, OMODA UK Country Director, echoed Weir’s sentiments, highlighting the brand's place "within contemporary culture, where design, innovation and British brands move together."

It'll be interesting to watch how this partnership plays out across the week. Automotive brands entering fashion partnerships isn’t necessarily new (BMW's long-running relationship with Art Basel, or Maserati's various fashion collabs) but OMODA is arriving with less history and much more to prove. The brand is clearly going for relevance within a demographic that prioritises aesthetics and sustainability over horsepower, which makes LFW the perfect test environment. Whether the OMODA 7 SHS becomes synonymous with London's creative energy or just another car outside a show venue remains to be seen, but the intent is clear: embedding into fashion's ecosystem rather than observing from the sidelines.