London's Oxford Street has announced a new plan that will see it rivalling the famous London Fashion Week with its own set of events just weeks before.

Oxford Street is to host its own High Street Fashion Week, which is designed to encourage more shoppers to get the look of high fashion, without having to pay the price.

It is hoped the initiative, developed by the New West End Company, will help encourage more people into the heart of London and get them buying the latest beauty trends for prices much cheaper than may be possible at the official London Fashion Week, the Daily Telegraph reports.

The organisers claim the move will complement London Fashion Week and as such it is being held from September 7th to 11th, just a few weeks before the annual fashion gala.

Several major stores have already signed up to the concept, which will see shoppers voting for their favourite celebrity high street shopper, as well as fashion shows, late-night shopping and in-store promotions.

The New West End Company is a conglomerate that works in partnership with a number of companies and public agencies in the West End of London to boost trade and business in the area.


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