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This week LFW will be screened to more than 35 million people, thanks to a collaboration between the British Fashion Council and Ocean Group.

It's the first time in history, and a U.K. media first, that will allow fashion fans to see footage from the top designer shows including Alice Temperley's fashion label Temperley London and Ashish and Osman. Footage will be screened across 60 Ocean and Signature Outdoor home sites including Bristol, Leeds, Liverpool, Glasgow, Birmingham, Edinburgh, Manchester and Newcastle, as well as four locations in London.

"Collaborating with Ocean means we are able to bring London Fashion Week to more people than ever before. With more conversations taking place around involving the consumer in fashion weeks this is the perfect opportunity to open up parts of LFW to the public not just in London but across the country," Caroline Rush CBE, CEO of British Fashion Council, said.

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Fashion week officially kicks off on Feb. 19, and will showcase the Autumn/Winter 2016 collections of 83 designers, but the Ocean/British Fashion Council collaboration has already started its London Fashion Week countdown and coverage will continue until Feb. 23. Content will include live streams from six catwalk shows as well as daily round-ups, highlights and "special preview content across Ocean screens" which will "celebrate the talent and variety of designers showing on schedule [sic]."

"Our partnership with the British Fashion Council builds on previous innovations which allowed us to present the U.K.'s first shoppable billboard in association with Twitter and Top Shop and broadcast the AW15 Hunter Original London Fashion Week show across The Grid," Ocean CEO Tim Bleakley said. "This new venture amplifies the attention afforded by London Fashion Week, allowing designers and brands to reach significantly wider audiences across the Ocean portfolio."

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Will you be headed to an Ocean venue to check out the highlights of London Fashion Week? Do you think this is a smart collaboration? Share your thoughts with us in the comments below.