Peroni Nastro Azzurro is staking its fashion credentials with its latest sponsorship deal.

The SABMiller-owned beer brand is set to become the first beer to officially partner with London Fashion Week. The event runs from yesterday (11 February) through to Friday at London's Natural History Museum.

Peroni Nastro Azzurro will be present at the event's main bar, press and photographers' lounges and the British Fashion Council buyers' lounge throughout the week. Financial details of the tie-up were not disclosed.

In April last year, the brand launched a US$50m global marketing campaign, based on the 1960s film La Dolce Vita.