London streets will display Saul Nash’s Fall/Winter 2026 campaign on 37 billboards for two weeks around London Fashion Week, a public reintroduction of the designer’s work that places 13 sites in his home borough of Hackney. The images, shot in Hackney by Laura McCluskey and designed for out-of-home by Thomas Coombes, were erected on Monday morning as part of a partnership with billboard operator Build Hollywood.
The Story in Pictures
The collaboration sits inside Build Hollywood’s Your Space Or Mine programme, which aims to bring artistic projects into public-facing locations. Khaly Nguyen, Build Hollywood’s marketing director, framed the initiative as a way to expand visibility for younger designers and to put fashion into the street, arguing the project gives creators the scale and exposure they need. The arrangement took almost two years of negotiation to complete.
Nash, who grew up in Hackney, said the campaign is also personal. “Wouldn’t it be interesting if the neighbors recognized me?” he asked, and argued that a billboard can reach people who would never encounter a brand on Instagram. He called the company’s approach respectful of creative work, saying, “Build Hollywood doesn't just give you advertising space; they really respect the artistry of what you are doing.”
The billboard push arrives as part of a wider shift in Nash’s label. After presenting at London Fashion Week for about five years, he moved his shows to Milan Men’s in January 2025. His recent collections have moved from technical sportswear rooted in his choreographic background toward more tailored pieces; the brand now uses the tagline “Designed for the body in motion” to signal that its clothing aims beyond dancers.
To accompany the out-of-home campaign, Nash will open a three-day pop-up titled Masquerade in Residence at Dray Walk Gallery in the Truman Brewery, Shoreditch, from September 18 to 20. FW26 pieces will be available to buy at the pop-up ahead of a global online launch the following week. The space will also display mood boards, sketches and other elements of the design process, and host a panel on the collection’s themes, which were inspired by Nash’s experience of masquerade at last year’s Notting Hill Carnival.
Nash said success for the campaign will be measured in practical terms, adding, “We will know it worked if people sign up to our mailing list.” The billboards and the Shoreditch pop-up together aim to convert street visibility into direct audience engagement and sales, while reconnecting the brand with its London roots.
