Date last updated: 05/04/2026

London Fashion Day® respects your privacy and is committed to handling personal data in a transparent, fair and lawful manner. This Privacy Policy explains how we collect, use, store, share and protect personal data in connection with our website, registrations, applications, accreditations, editorial activities, events, castings, communications and related services.

This notice is intended to help you understand what we do with personal data in accordance with the UK GDPR, the Data Protection Act 2018, and, where relevant, the Privacy and Electronic Communications Regulations (PECR).

Who we are and how to contact us

London Fashion Day® is a fashion platform based in London, United Kingdom.

For the purposes of applicable data protection law, the data controller is:

Kostiantyn Lieontiev
London Fashion Day®
London, W2, United Kingdom
Email: [email protected]

Trade mark notice: London Fashion Day® is a registered trade mark in the United Kingdom under UKIPO registration number UK00004050642.

Scope of this notice

This Privacy Policy applies to personal data collected through or in connection with:

• londonfashionday.co.uk and londonfashion.day and their subdomains;
• registration and application forms for designers, models, media, photographers, influencers, guests, partners and other participants;
• accreditation requests, invitation and guest list management;
• event attendance and participation;
• editorial, press, promotional and media-related activities;
• email, website and direct communications with us;
• cookies, analytics tools and similar technologies used on the Site.

This notice should be read together with our Terms and Conditions, Cookie Policy, Image & Media Consent Policy and any other legal notices published on the Site.

What personal data we collect

Depending on how you interact with us, we may collect and process the following categories of personal data:

Identity and contact information

• full name;
• email address;
• telephone number;
• postal or location details where relevant;
• social media handles, usernames and website links.

Professional and application information

• role or participation category, such as designer, model, photographer, media representative, influencer, guest, partner or collaborator;
• brand name, agency representation, portfolio links, lookbooks, biographies, social media profiles and professional background;
• images, videos and materials submitted in connection with registration, application, accreditation or editorial consideration;
• sizing, casting or presentation-related information where relevant to participation.

Registration and event administration data

• details provided in forms, submissions and accreditation requests;
• ticketing, invitation, check-in or guest list information;
• scheduling, logistical or attendance-related details;
• records relating to acceptance, rejection, accreditation, attendance or participation history.

Communications data

• messages, emails, enquiries, customer service correspondence and responses;
• feedback, survey responses and optional preferences.

Media and appearance data

• photographs, videos, audio and visual recordings captured at or in connection with London Fashion Day® events, castings, showcases, backstage activity, interviews, editorial features and related productions;
• your name, likeness, brand, voice, performance, image or submitted creative assets where they appear in editorial or promotional content.

Technical and usage data

• IP address;
• browser type and version;
• device information;
• operating system;
• referral sources;
• pages viewed, interactions and browsing behaviour on the Site;
• cookies, analytics identifiers, pixel data and similar online identifiers, subject to your cookie settings where required.

Compliance and security data

• records necessary for safety, incident handling, fraud prevention, misconduct investigations, legal compliance or enforcement of our policies and rights.

How we collect personal data

We collect personal data in the following ways:

Directly from you

For example when you:

• complete a registration or application form;
• request accreditation or invitation;
• contact us by email, website form or social media;
• submit materials, portfolios, biographies, images or press information;
• attend or participate in an event, casting or media activity;
• subscribe to newsletters or marketing updates where available.

Automatically

When you use the Site, we may collect technical and usage information through cookies, analytics tools, server logs and similar technologies, subject to applicable consent requirements.

From third parties or publicly available sources

We may receive relevant information:

• from service providers supporting our operations;
• from venues, partners or production teams where necessary for event administration;
• from publicly available professional pages, websites or social profiles that you choose to share with us or that are relevant to your professional participation.

Why we process your personal data

We may process your personal data for the following purposes:

Event and participation administration

• to review and process registrations, applications and accreditation requests;
• to assess eligibility and suitability for participation;
• to manage guest lists, invitations, access, scheduling and event logistics;
• to communicate acceptance, rejection, updates, call times, requirements and operational notices.

Production, operations and safety

• to coordinate venues, production teams, backstage operations, media access and event delivery;
• to protect the safety, security and integrity of events, participants, guests and staff;
• to maintain incident records, enforce venue rules and manage disputes or complaints.

Editorial, press and promotional purposes

• to publish event-related materials, including line-ups, recaps, galleries, interviews, behind-the-scenes coverage and promotional announcements;
• to feature participating designers, models, photographers, media, influencers, guests, partners and collaborators;
• to develop and promote London Fashion Day® and related projects, campaigns and creative activities.

Website management and improvement

• to operate, maintain, secure and improve the Site;
• to monitor usage, performance, audience trends and engagement;
• to troubleshoot, prevent misuse and protect against fraud, spam, abuse or unauthorised activity.

Communications

• to respond to questions, requests and correspondence;
• to send important service-related communications about registrations, attendance, schedule changes, access, safety, policy updates or operational matters.

Marketing

• where permitted by law and, where required, where you have provided your consent, to send you marketing communications about future London Fashion Day® events, castings, registrations, announcements, editorial releases, open calls, partner opportunities and related updates.

Legal and compliance purposes

• to comply with legal obligations;
• to establish, exercise or defend legal claims;
• to protect our rights, property, reputation, staff, participants, partners or the public.

Legal bases for processing

Under UK data protection law, we rely on one or more of the following lawful bases, depending on the context:

Consent

We may rely on your consent:

• for certain optional marketing communications;
• for certain non-essential cookies and similar technologies;
• for specific media or data uses where consent is required by law;
• where parental or guardian consent is required in connection with minors.

You may withdraw consent at any time, although this will not affect the lawfulness of processing carried out before withdrawal.

Contractual necessity

We may process personal data where necessary to take steps at your request before entering into an arrangement with you, or to perform obligations connected with a registration, participation, accreditation, invitation, booking, service or related requested activity.

Legitimate interests

We may process personal data where it is reasonably necessary for our legitimate interests, provided those interests are not overridden by your rights and freedoms. These interests may include:

• operating and developing London Fashion Day®;
• administering applications, registrations and participation;
• promoting creative work and documenting events;
• managing press, editorial and media activity;
• maintaining site security, fraud prevention and platform functionality;
• communicating with participants, media, guests, partners and other relevant contacts;
• protecting our legal rights and business interests.

Legal obligation

We may process personal data where necessary to comply with legal or regulatory obligations, including health and safety, record-keeping, lawful disclosures and cooperation with public authorities.

Vital interests

In limited circumstances, we may process personal data where necessary to protect someone’s vital interests, for example in an emergency or safety-related situation.

Marketing communications

We may send you service communications where necessary in connection with your use of the Site, your registration, application, accreditation, attendance, participation or related operational matters. These are not promotional in nature and may include confirmations, reminders, access instructions, event updates, safety notices or policy-related communications.

Where permitted by law and, where required, where you have specifically opted in, we may also send you marketing communications by email or other electronic means about:

• future events and seasons;
• model castings and designer registrations;
• press releases and editorial updates;
• guest opportunities, announcements and invitations;
• partner campaigns, collaborations or related opportunities.

You can unsubscribe from marketing communications at any time by using the unsubscribe mechanism in the message or by contacting us at [email protected].

Image & Media usage

London Fashion Day® events and related activities may be photographed, filmed, recorded, streamed or otherwise documented by us or on our behalf.

We may process and use photographs, videos, recordings and related identifying information for:

• editorial publication;
• event recaps and galleries;
• press materials;
• social media content;
• website features;
• promotional and archival purposes;
• partner media coverage connected with London Fashion Day®.

Depending on the circumstances, we may rely on legitimate interests or consent, as appropriate.

If you wish to request review, restriction or removal of specific content featuring you, please contact [email protected]. We will review such requests reasonably, in good faith and in accordance with applicable law, editorial context, our legal obligations and our legitimate interests.

Sharing your data

We do not sell personal data.

We may share personal data, where reasonably necessary and lawful, with trusted third parties involved in operating London Fashion Day®, including:

• venues, landlords and access-control teams;
• production teams, backstage coordinators, casting coordinators and event staff;
• photographers, videographers, editors, PR and media distribution providers;
• website hosting, email, storage, analytics, security and IT service providers;
• ticketing, booking, scheduling and payment service providers, where used;
• professional advisers, such as legal, accounting, insurance or compliance advisers;
• partners, collaborators, sponsors or media partners, where relevant to an event, campaign, accreditation, publication or opportunity;
• public authorities, regulators, law enforcement or courts, where required by law or where necessary to protect rights, safety, property or legal interests.

Some recipients may process personal data on our behalf as processors or service providers. In other cases, recipients may act as independent controllers for their own lawful purposes.

Where appropriate, we put in place contractual, technical and organisational safeguards.

International transfers

Some of our service providers, partners or tools may process or access personal data outside the United Kingdom.

Where this involves a restricted transfer under UK data protection law, we will take steps to ensure that appropriate safeguards are in place, such as:

• reliance on an adequacy regulation where available;
• use of the UK International Data Transfer Agreement (IDTA) or the UK Addendum to approved standard contractual clauses;
• other lawful transfer mechanisms recognised under UK data protection law.

Data retention

We retain personal data only for as long as reasonably necessary for the purposes described in this notice, including legal, operational, editorial, archival, safety, accounting and compliance purposes.

Retention periods may vary depending on the nature of the data and the purpose for which it was collected. Typical retention periods may include:

• registration, application, accreditation and administrative records: up to 3 years after the last relevant interaction, unless a longer period is justified for legal, safety or operational reasons;
• communications records: for as long as reasonably necessary to manage the relationship, enquiry or dispute;
• marketing records: until you unsubscribe, object, or withdraw consent, plus a reasonable period to maintain suppression records where needed;
• technical and analytics data: in accordance with the relevant tool settings, cookie choices and operational needs;
• media assets and editorial archives: retained as part of our editorial and historical record unless deletion or restriction is required by law or justified in the circumstances.

When personal data is no longer needed, we will delete it, anonymise it or securely archive it as appropriate.

Your rights under UK data protection law

Subject to applicable law and depending on the lawful basis relied upon, you may have the right to:

• request access to your personal data;
• request correction of inaccurate or incomplete data;
• request deletion of your personal data;
• request restriction of processing;
• object to processing based on legitimate interests;
• object to direct marketing;
• request portability of personal data you have provided to us where applicable;
• withdraw consent where processing is based on consent.

To exercise your rights, please contact [email protected].

You also have the right to lodge a complaint with the Information Commissioner’s Office (ICO) if you believe your data protection rights have been infringed.

Children

Our Site, registrations and events are generally intended for adults.

Where minors participate in a lawful and appropriate context, including youth or junior categories where applicable, we may require parental or legal guardian consent and additional safeguarding information.

Security

We use appropriate technical and organisational measures intended to protect personal data against accidental or unlawful destruction, loss, alteration, unauthorised disclosure or access.

However, no website, platform, email transmission or storage system can be guaranteed to be completely secure. You should take reasonable precautions, including protecting your devices, credentials and communication channels.

If you believe that your personal data has been misused or that there has been unauthorised access related to your interaction with us, please contact us promptly.

Changes to this notice

We may update this Privacy Policy from time to time.

The most current version will always be published on this page with the “Date last updated” shown at the top. Where appropriate, we may also notify you by email, through the Site or by other suitable means.

Cookies and similar technologies

We use cookies and similar technologies to operate the Site, remember preferences, understand traffic and improve performance. Depending on the cookies or technologies used, they may be classified as:

• strictly necessary cookies required for core site functionality, security and form handling;
• analytics cookies used to understand site usage and improve performance;
• marketing or advertising cookies, tags or pixels used to measure campaigns, audience engagement and promotional effectiveness;
• embedded third-party technologies such as video players, social widgets or other integrated content.

Where required by law, non-essential cookies and similar technologies will only be set with your consent.

You can manage your preferences through our cookie banner, settings tools or your browser settings, although disabling certain technologies may affect site functionality.

For fuller information, please see our Cookie Policy.

Contact and complaints

If you have any questions about this Privacy Policy, your personal data, cookies or your rights, please contact:

[email protected]

If you are dissatisfied with how we handle your personal data, you may raise the matter with the Information Commissioner’s Office (ICO).