Business chiefs hope a major fashion event will prove a big boost to the city’s economy.

Style Birmingham Live will see the city’s Town Hall centre stage for what has been dubbed Birmingham’s equivalent of London Fashion Week.

It will see fashion fans flocking to the city as shops join forces to showcase the hottest trends for this autumn and winter.

In its sixth year, the event has been organised by business improvement district Retail Birmingham to raise the profile of the city centre’s retail sector and to attempt to boost shopping footfall figures.

Last year’s event was hailed a big success – seeing retailers report an average increase in sales of 60 per cent.

It saw tickets being sold out for a fashion show at the city’s Mailbox, which was hosted by Hollywood film star Martine McCutcheon, and attracted more than 250,000 visitors to Birmingham.

The show was also awarded a coveted British Council of Shopping Centres Purple Apple Marketing Award last month, reinforcing its success in attracting shoppers to the city centre.

This year’s event will see more than 100 shops taking part, from small independents to big chain and department stores, including the Bullring, Selfridges, The Mailbox, Harvey Nichols, House of Fraser and Marks & Spencer.

Jonathan Cheetham, chairman of Retail Birmingham, said: “Our flagship event and has become a firm favourite in the region’s diary since its inception six years ago.

“We’re very much looking forward to the return of the show.

“With over 1,000 stores in the city centre, 100 of which are independent, the show gives us the perfect platform to showcase our retailers and to combine our efforts to encourage shoppers into Birmingham to experience for themselves both the show and the wider fantastic retail offer we are so proud of.”

As well as a series of catwalk shows at the Town Hall, which will be hosted by Sutton Coldfield-born TV presenter Emma Willis and former Big Brother star Rylan Clark, there will be a host of other activities taking place during the event on September 28.

Visitors could enjoy ‘Style on the Side’ – a fashion-themed audience question-and-answer session with Emma and Rylan following each catwalk show.

There will also be a catwalk event, called The Show: TEN, at the Bullring to mark its 10th anniversary.

And House of Fraser, The Mailbox and other stores will also stage events, offering special promotions.

Big Brother presenter Emma added: “I can’t wait to get back to Birmingham to host the show this year.

“The plans for the catwalk show at the Town Hall are incredible and with so many stores and brands already lined up to take part, it is set to be the best Style Birmingham Live yet. I love to go shopping in Birmingham when I’m back in the Midlands, so after a day of non-stop fashion and beauty, I’m looking forward to hitting the shops.”

l Tickets to the catwalk show at Birmingham Town Hall are £15 and include a gift bag courtesy of The Mailbox and Harvey Nichols.

VIP tickets cost £25 and also include a premium seat at the show and a glass of Champagne at the Virgin Trains’ first-class lounge at the Town Hall, where there will be a DJ and treats, including chocolates and beauty demonstrations. Tickets are available online at