In 2009, Rain joined forces with the New West End Company to launch Oxford Street’s High Street Fashion Week as a prelude to London Fashion Week, securing support from retailers, as well as the British Fashion Council. The inaugural event featured the first pop-up fashion show on the Tube, and in 2010 Rain doubled retailer participation and launched with the eye-popping Vertical Fashion Show. Following a tremendous two years, Rain secured media partner, Metro, for year three, and plans for sponsorship of the 2012 campaign are already underway. Rain has devised and delivered more than 25 innovative campaigns to drive sales and footfall to London’s West End. In 2006, we coined the term ‘Very Important Pedestrian Day’ for the now annual traffic-free Christmas shopping event. Major stunts have featured naked shoppers to racing Santa Claus’s, generating international, national, and local media coverage.
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