Case Study: Icons of British Fashion

Role

Head of Collections, Blenheim Palace

The Challenge

Historic houses often face the challenge of attracting new audiences while remaining relevant to existing visitors and respecting the significance of their collections and interiors.

As Head of Collections at Blenheim Palace, I was keen to explore how exhibitions could create new points of engagement and appeal to audiences who might not traditionally visit a historic house.

The Approach

I developed the concept for Icons of British Fashion, an exhibition celebrating the creativity and influence of British fashion design through installations displayed throughout the Palace.

Working closely with my colleague Carmen Alvarez, designers, lenders and internal teams, we sought to create an exhibition unlike any previously presented at Blenheim. The aim was to introduce contemporary perspectives within a historic setting while respecting the character and significance of the Palace and its collections.

Particular consideration was given to visitor experience, audience development and the integration of fashion within historic interiors.

The Outcome

The exhibition ran from March to June 2024 and attracted more than 257,000 visitors, with 71% booking in advance. It generated extensive media coverage and significant digital engagement, helping to raise the profile of both the exhibition and the Palace.

Most importantly, the project demonstrated how thoughtful exhibition programming can attract new audiences, encourage repeat visits and create fresh ways for people to engage with heritage.