Lee Kum Kee fuels London Fashion Week with ‘Hot Fashioned’
September 2025: Lee Kum Kee is rewriting the rules of London Fashion Week, creating a collision of style and flavours both on and off the runway. As the Official Culinary Partner, the iconic brand is turning up the heat with the ‘Hot Fashioned’ campaign which features a boundary-pushing activation at 180 The Strand from September 18th – 22nd. In a bold fusion of heritage and high fashion, Lee Kum Kee proves that flavour can be as iconic as the catwalk — and that it deserves a place on the front row.
The ‘Hot Fashioned’ Moment: When Culture, Cuisine and Catwalks Collide
To celebrate ‘Hot Fashioned’, a dedicated booth is set to be the destination for style-setters and tastemakers to recharge and refuel during the fashion industry’s leading week of events. Guests will be treated to sophisticated, Asian-inspired canapés and cocktails that make the WOW range of chilli sauces the star of the season.
From the Velvet Firefly (a yuzu chilli cocktail with a citrus twist) to the Emerald Ember (a makrut lime leaf chilli tipple with a herbal edge), each recipe is a masterclass in culinary creativity. Canapés include the ‘Spiced Turmeric Chicken with Edamame ‘and ‘Chilled Somen Noodles, Hijiki & Lime-fire Crisp’ will offer a unique taste experience that blends heritage with modern flair. These aren’t just menu items – they’re designed to complement the rich cultural tapestry of London’s leading fashion event.
The activation is inspired by Lee Kum Kee’s new WOW Chilli Sauce range — Makrut Lime Leaf, Sesame, and Yuzu — are the ultimate style accessories for any table, delivering a bold kick to every occasion. These sauces are featured throughout the ‘Hot Fashioned’ menu and are designed to inspire guests to experiment with flavour long after the final show, bringing a taste of LFW home.
Maria Chong, Managing Director at Lee Kum Kee (Europe), commented: “With 137 years of heritage, Lee Kum Kee is proud to be rewriting the cultural playbook at London Fashion Week. This is more than a partnership; as it marks a new era, where food brands are not just participants but cultural leaders, turning culinary moments into headline events. Our ‘Hot Fashioned’ campaign is about sparking new conversations, inspiring creativity, and empowering people everywhere to express themselves through taste as boldly as they do through style”
Antonia Wigan, Commercial Director at the British Fashion Council, added: “We’re delighted to welcome Lee Kum Kee as a partner for London Fashion Week. This is an exciting new type of partnership for us, bridging the interlinked worlds of food and fashion. Lee Kum Kee’s rich culinary heritage and creativity naturally speak to London Fashion Week's multifaceted identity, and we are very excited to invite guests to experience and enjoy the brand between shows this season.”
Hot Fashioned At Home
To keep the flavour centre stage, Lee Kum Kee has invited leading food and fashion influencers to recreate the ’Hot Fashioned Party’ at home — mixing signature cocktails, serving up canapés, and gathering friends for a night of heat. With recipe cards, Instagrammable kits, and behind-the-scenes exclusives, everyone can channel the spirit of LFW in their own kitchen.
Follow Lee Kum Kee #HotFashioned on Instagram, Facebook and visit www.lkk.com for behind-the-scenes content, influencer takeovers, and chances to win tickets and ‘Hot Fashioned’ Kits.
The Lee Kum Kee Booth will be open to all LFW attendees at 180 The Strand from 18th–22nd September 2025.