London Calling: Scoop Celebrates Britain’s Enduring Creative Cool

Scoop returns to Olympia National from Tuesday 16 – Thursday 18 February 2027, with a newly extended three-day edition celebrating British design, London’s enduring creative influence and the unmistakable spirit of the capital.

Scoop has extended its February 2027 edition with the addition of Tuesday 16 February, giving buyers an extra day to discover its carefully curated collections, meet designers and make the most of their time in London. The show will now take place from Tuesday 16 – Thursday 18 February at Olympia National. The new three-day format 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.