Lucifer, ZSL London Zoo's male Asian lion.

ZSL London Zoo is preparing to engage an unusual audience of fashion-savvy shoppers this month, as part of its Lions400 campaign.

 

Teaming up with iconic Carnaby, a world famous shopping destination, ZSL will be encouraging Londoners to take an interest in conservation and help save Asian Lions while they shop.

 

Stationed at 15 Carnaby Street, just feet away from the renowned "Welcome to Carnaby Street" arch, ZSL Living Conservation hopes to catch the eye of shoppers and visitors to the area. 

 

The Lions400 campaign is an ambitious public fundraising project, which aims to raise £5.7 million for the endangered Asian lion. The project will include extension of conservation efforts in the field, where there are approximately just 400 Asian lions left, and the building of a state-of-the-art lion breeding centre and visitor experience at ZSL London Zoo.

 

Visitors to the shop will be able to watch pop-up conservation sessions, led by ZSL’s conservationists, where they will hear about ZSL’s work in the wild. There will be something for everyone with the range of products for sale - from exciting new ranges designed exclusively for the shop by fashion designer Elizabeth Emmanuel and up and coming pop artist Rose Hill, to childrens books and toys from ZSL’s Wild Things! range.

 

London Zoo will also be getting involved in the Carnaby Street Eat festival on July 20, with Indian themed face painting to raise funds for the conservation of Asian lions.

 

The shop will be open for six weeks, with an official opening on June 6. To find out more about the campaign and scheduled events in the pop-up shop, click here.