The Clothes Show will move to Liverpool next year for the first time in its history.
Fashion aficionados have flocked annually to Birmingham’s NEC arena since the event begun in 1989 but will relocate north to Merseyside.
Originally a spin-off from the iconic BBC television show, The Clothes Show has developed into a must-see live event during its 27 years.
Haymarket, organisers of the world-renowned catwalk, were swayed on moving the three-day showcase to Liverpool due to its vibrant cultural scene.
The show will take place at numerous locations across the city centre next July, including Liverpool Cathedral, St George’s Hall and Camp & Furnace.
But the focal point for The Clothes Show will be the Arena and Convention Centre at the heart of the city’s waterfront.
Maryam Hamizadeh, Haymarket’s director of exhibitions, said: “We are thrilled to be working with Liverpool (City) Council to enable us to curate the new, vibrant content and format that will be current, fresh and dynamic.
“As a city that celebrates and embraces culture and arts, Liverpool not only supports fashion and diversity but encourages it, making the city the perfect destination to launch the British Style Collective.
“The festival will be a celebration of fashion, beauty and lifestyle at its finest, giving our visitors the chance to discover bespoke brand experiences and pop ups that they will not find on the high street.
“We aim to reach new audiences, form new partnerships and provide original content.
“We will maintain The Clothes Show brand heritage and authority as the market leading consumer fashion and beauty exhibition, but refreshed to represent a new era and visitor experience within such a rich cultural city.”