Cultural News: OMODA Takes the Wheel at London Fashion Week as Chinese Carmakers Accelerate UK Expansion

When the British Fashion Council (BFC) unveiled the final schedule for London Fashion Week this February, it did more than confirm the line-up for one of the capital’s most influential cultural events. It also announced that Chinese automotive marque OMODA will serve as Principal Partner for the February 2026 edition, which runs from Thursday 19 February to Monday 23 February.

The appointment signals a deliberate convergence of automotive branding and high fashion. Rather than relying solely on conventional car marketing channels, OMODA is positioning itself within a fashion-led cultural framework, aligning vehicle design with creativity, lifestyle and self-expression — qualities long associated with London Fashion Week.  In doing so, the company is seeking to recast the car not merely as a functional product, but as a design-driven lifestyle statement.

Such positioning is particularly resonant in the UK, where the fashion and creative industries exert considerable influence over consumer perception and brand equity. By embedding itself in a globally recognised cultural platform, OMODA gains exposure to affluent and trend-conscious audiences who may be less responsive to traditional automotive advertising. The strategy also addresses lingering assumptions in parts of the market that Chinese-built vehicles compete primarily on price rather than on design or innovation.

The timing is notable. Chinese car manufacturers have expanded rapidly in the UK over the past 12 to 18 months. Industry figures indicate that Chinese-branded vehicles accounted for close to 10 per cent of all new car registrations in 2025, almost double the previous year’s share. Growth has been driven by a combination of competitive pricing, increasingly sophisticated battery and hybrid technology, and a widening model range from brands including MG, BYD (Build Your Dreams), OMODA and Jaecoo.

Marketplaces such as Auto Trader and Carwow have reported sharp increases in search interest, enquiries and listings for Chinese electric vehicles, particularly from BYD, with year-on-year enquiry volumes rising by several hundred per cent. The appeal has been strongest among younger buyers attracted by value, technology and contemporary styling.

Laura Weir, Chief Executive of the British Fashion Council, described OMODA as a natural fit for the event. She said the brand’s commitment to design and innovation made it “a powerful partner for LFW”, adding that the collaboration would champion individuality and creativity while supporting a February schedule that reflects “the energy, diversity and ambition of London fashion”.

Under the principal partnership, OMODA will provide VIP shuttle services using its flagship OMODA 9 SHS and the new OMODA 7 SHS, which will make its public debut during the week. The company will also partner with ROKSANDA for a 20th anniversary celebration dinner, host an immersive digital hub within the BFC NEWGEN Show Space, and collaborate on a digital content series alongside additional initiatives directly supporting designers.

Victor Zhang, OMODA UK Country Director, framed the partnership as a statement of cultural intent. He said London Fashion Week celebrates creativity and design — principles at the core of the brand — and argued that the presence of the OMODA 7 SHS and 9 SHS throughout the week would demonstrate vehicles that combine style, luxury and hybrid flexibility.

For OMODA, the association is more than event sponsorship; it is an attempt to anchor the brand within contemporary British cultural life. As Chinese automotive groups consolidate their foothold in the UK market, such cross-sector alliances suggest a shift from competing solely on price and specification to competing on narrative, design credibility and cultural relevance.

Images from BFC / London Fashion Week / OMODA

Explore London Fashion Week (February19 - 23 2026) Schedule HERE.

The British Fashion Council thanks all partners, suppliers and supporters whose commitment makes LFW possible. Principal Partner – OMODA. Official Partners – Mayor of London, The Londoner and TONI&GUY.