Boardman cited the demands placed by the biannual show on Talk’s resources as the key reason for the decision but described the split as ‘amicable’.
The British Fashion Council (BFC) – which manages LFW – has now hired Manchester-based Crush Communications to handle press, accreditation processes and the photographers’ lounge at the event.
The agency said that it had already set up a London office with its co-founder Caroline Rush leading the account.
Boardman told PRWeek: ‘We want a change. LFW requires so many of our resources, it ties up all our senior people during the busiest times in the fashion calendar. Other people in the industry want to use us but we simply cannot be doing both.’
Crush took the brief after ‘informal talks’ with the BFC. Talk will nonetheless continue to provide ‘strategic counsel’ for the next show, which is from 11-16 February.
Boardman and board director Claudia Crow have handled PR for LFW in one guise or another for 16 years. They worked on the account when they worked at Ketchum and before that at Lynne Franks PR.
The BFC did not return PRWeek’s calls.