Italian beer Peroni is to become the first official beer sponsor of London Fashion Week.

The lager will be available in the press and photographers' lounges, the buyers' lounge and in the London Fashion Week bar throughout the event, which takes place next week.

It will also continue its support of individual designers such as Kenzo, Christopher Kane and Ben de Lisi.

The deal is part of Peroni's ongoing strategy to position itself as a luxury brand rather than just a premium lager, instead promoting the brand as a style choice. Last year Peroni grew 24% by volume in the UK off-trade (ACNielsen MAT to November 2006).