The first European Eid shopping festival is set to take place at Westfield, the London shopping centre, from June 23-24 – and will feature fashion, food and entertainment.

Eid Festival London is a free-to-attend event, organised by Algebra Consulting, the team behind the London Muslim Lifestyle Show and London Halal Food Festival. Visitors will experience live catwalk shows in the retail destination’s atrium by Modest Fashion Live featuring international designers from around the globe, pop-up boutique stalls and receive exclusive offers for Eid shopping within the centre.

There will also be an array of flavours on offer from the halal street food zone along with live acts including musicians, comedians and performances across the two days. More activity will be hosted in Westfield Square, the centre’s new outdoor entertainment space created as part of a recent £600 million expansion opened in its 10th anniversary year.

Waleed Jahangir, CEO of Algebra Consulting, commented: “This economy is predicted to be worth $4.7 trillion within the next few years, so for brands understanding the potential of this market the opportunity is huge. This free-to-attend event has been created as a positive step in breaking down any social misconceptions and showcasing a rich and diverse community. Consumerism and commerce has no colour.”