Scoop returns to Olympia National on Wednesday 17 and Thursday 18 February 2027 with a two-day, midweek edition celebrating British design, London’s enduring creative influence and the unmistakable spirit of the capital.
The new season marks an important evolution for Scoop, with the show taking place across two midweek days, Wednesday 17 and Thursday 18 February 2027, at Olympia National. With extended opening hours from 9am–7pm on Wednesday and 9am–6pm on Thursday, the new format is designed to give buyers more time to discover, connect and do business. The new timing places Scoop at an especially exciting point in London’s fashion calendar, as buyers, designers, media and the international fashion community turn their attention to the capital.
At the heart of the new season is a celebration of the extraordinary creative energy that has made Britain, and London in particular, a global reference point for fashion, design and culture for generations.
From the youthquake of the Swinging Sixties to the creative explosion of the Nineties and the designers, artists and image-makers shaping culture today, London has always had a remarkable ability to reinvent itself. Bold, irreverent and instinctive, its creative identity has travelled far beyond the capital, influencing the way the world dresses, designs and thinks. It is this enduring sense of British cool that provides the inspiration for Scoop’s new season.
Bringing the theme to life is a playful new campaign that takes some of Britain’s most recognisable cultural symbols and gives them an unmistakably Scoop twist. Queen Victoria takes tea with a Beefeater, Trafalgar Square’s lions are adorned with jewels and silk, while red buses, black cabs, guards, pigeons and familiar London landmarks are reimagined within an exuberant, fashion-inflected celebration of the capital.
Characteristically eccentric and knowingly nostalgic, the campaign plays with tradition rather than simply looking back at it, capturing a Britain that is steeped in heritage but constantly finding new ways to reinvent itself.
The creative direction arrives at a moment when British fashion and culture are firmly in the spotlight. From Tate Britain’s exploration of the creative collision between art and fashion in the Nineties to the V&A’s celebration of the Burberry trench, London is once again looking at the people, ideas and movements that have shaped its distinctive creative identity.
For Scoop Founder and Creative Director Karen Radley, the February edition is an opportunity to celebrate that legacy while turning the focus firmly towards what comes next. Karen Radley said, “London has always had this incredible ability to create something new and make the rest of the world take notice. There is a confidence and individuality to British creativity that is impossible to replicate. For February, I wanted Scoop to capture that spirit. The campaign has a sense of humour and nostalgia, but it’s also about celebrating what makes British design so distinctive and championing the talent shaping its future. Scoop has always been about discovery and individuality, and I want this season to be a real celebration of London, British creativity and brilliant design.”
Designed to create a focused and energetic buying experience, the two-day edition will bring Scoop’s carefully curated mix of designers and collections together under one roof, giving buyers the opportunity to discover new names, reconnect with established favourites and immerse themselves in the creativity of the new season. As ever, curation will remain at the heart of Scoop. Alongside its international edit, the new season will see a renewed emphasis on British design and emerging talent, reflecting Radley’s ambition for Scoop to play its part in championing the next generation of creative voices.
Karen Radley added, “Scoop’s new midweek timing creates a natural bridge into the wider fashion activity that follows across the capital, bringing buyers, designers and the international fashion community together in London at a key moment in the fashion calendar.”
Further details of Scoop’s February 2027 designer line-up, new features and creative programme will be revealed over the coming months.
Registration is now open – For more information, visit www.scoop-international.com.