SEGA Europe partners with fashion label Fyodor Golan for London Fashion Week catwalk

SEGA Europe has partnered with the award-winning fashion label Fyodor Golan to bring its flagship character Sonic the Hedgehog to the catwalk at London Fashion Week.

Under the partnership, exclusive pieces of Sonic-themed couture were featured as part of Fyodor Golan’s catwalk show on September 15th.

‘This isn’t the first time video games and high fashion have crossed, but Sonic will arguably be the most iconic video game character ever to walk the boards at London Fashion Week,’ read a statement from the studio.

The partnership continues SEGA Europe’s recent licensing work, aligning the Sonic brand and SGA portfolio with high-end, highly visible brands from the world of fashion, lifestyle and art.

“Fyodor Golan has a great track record of working with entertainment brands, so we were really excited about this partnership and seeing the creations they came up with,” said Jason Rice, director of brand licensing for SEGA Europe.

‘For SEGA it’s about aligning Sonic the Hedgehog with highly aspirational and inspiring brands for Fyodor Golan’s showcase at London Fashion Week is precisely those things. It’s phenomenal opportunity and we were delighted to be a part of it.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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