PRIVACY & COOKIE POLICY
Last updated: 25 August 2026
1. ABOUT US
Fashion Antidote is a trading name of LVFD Limited, a company incorporated in England and Wales under company number 12609484.
Registered office:
LVFD Limited
71–75 Shelton Street
London WC2H 9JQ
United Kingdom
For the purposes of applicable UK data protection legislation, including the UK General Data Protection Regulation (“UK GDPR”) and the Data Protection Act 2018, LVFD Limited is the data controller of the personal data described in this Privacy Policy.
For privacy or data protection enquiries, please contact:
This Privacy Policy explains how we collect, use, disclose, retain and protect personal data in connection with:
the Fashion Antidote website at fashionantidote.co;
our consultancy, PR, communications, wholesale and related professional services;
our professional contact directories and databases;
enquiries, subscriptions and purchases;
communications with clients, prospective clients and industry professionals; and
our marketing activities.
2. WHO THIS POLICY APPLIES TO
This Privacy Policy applies to personal data relating to the following categories of individuals.
Clients and prospective clients
Individuals who purchase, enquire about or otherwise engage with Fashion Antidote’s services, products or databases, including employees and representatives of client organisations.
Website users and subscribers
Individuals who visit our website, subscribe to communications, create an account, purchase a product or otherwise interact with us online.
Professional Contacts
Individuals acting in a professional capacity within fashion, retail, media, communications and related industries, including buyers, buying directors, retail professionals, store owners, editors, journalists, stylists, media professionals and other relevant industry contacts.
In this Privacy Policy, we refer collectively to these individuals as “you”.
3. THE PERSONAL DATA WE COLLECT
The personal data we collect depends upon the nature of our relationship with you.
3.1 Clients, prospective clients and website users
We may process:
your name;
job title and employer or business;
professional and other contact information provided by you;
email address and telephone number;
billing and business address;
account and login information;
records of enquiries and communications with us;
details of products or services purchased;
transaction and payment information;
marketing preferences;
information you voluntarily provide to us;
technical information concerning your use of our website, including IP address, browser, device and usage information; and
information generated through cookies and similar technologies.
Payment card information may be processed directly by our payment service providers. We do not necessarily receive or retain complete payment card details ourselves.
3.2 Professional Contacts included in our directories
For Professional Contacts, we seek to limit our databases to information relevant to an individual’s professional role.
Depending upon availability and relevance, this may include:
name;
current job title or professional role;
employer, publication, retailer, agency or other professional affiliation;
professional email address;
publicly listed professional telephone number;
professional location;
relevant department, market or territory;
areas of professional responsibility or editorial interest;
professional website;
publicly available professional social-media profile;
relevant publicly available information concerning professional activity; and
the source and date on which information was obtained or last verified.
We do not intentionally compile databases containing private residential addresses, personal financial information, criminal-record information or special-category personal data such as information concerning health, race, religion, political opinions or sexual orientation.
Where we become aware that information has been obtained from a private rather than professional context, we will consider whether it remains appropriate and lawful to retain it.
4. WHERE WE OBTAIN PERSONAL DATA
We may obtain personal data directly from you when you:
contact us;
purchase a service or product;
subscribe to communications;
provide details at an event or meeting;
communicate with us by email or social media; or
otherwise provide information voluntarily.
We may also obtain professional information from publicly accessible or reputable business sources where it is reasonable and proportionate to do so.
For Professional Contacts, these sources may include:
employer, retailer, publication or agency websites;
professional social-media profiles;
publicly available professional profiles;
editorial mastheads and published by-lines;
industry directories;
trade-fair and industry-event information;
press and media publications;
company websites; and
other legitimate professional and publicly accessible sources.
The fact that information is publicly available does not, by itself, mean that it may be used for any purpose.
We consider the context in which information has been made available, the nature of the information, the individual’s reasonable expectations and the potential effect of the proposed processing.
Where the UK GDPR requires us to provide privacy information because we have obtained personal data from another source, we will do so within the period required by law.
5. WHY WE USE PERSONAL DATA
We use personal data only where we have an appropriate lawful basis.
Providing our services
We process information concerning clients and prospective clients in order to:
respond to enquiries;
prepare proposals;
enter into and perform contracts;
provide purchased products and services;
administer subscriptions or accounts;
process payments;
communicate concerning a project or service; and
provide customer support.
Where you contract with us personally, this processing may be necessary for the performance of our contract with you.
Where you act for a company or other organisation, we will ordinarily rely upon our legitimate interests in managing and performing our commercial relationship with that organisation.
Operating and improving Fashion Antidote
We may process personal data where necessary for our legitimate interests in:
administering our business;
maintaining our website and systems;
improving our services;
maintaining business records;
preventing fraud and misuse;
protecting our legal rights;
managing client relationships; and
establishing, exercising or defending legal claims.
Professional contact directories
An important part of Fashion Antidote’s business is researching, compiling, maintaining and licensing access to professional industry contact information.
We process relevant professional information for the legitimate interests pursued by us and, where appropriate, our clients in facilitating relevant professional communications between fashion businesses and industry professionals.
This may include enabling fashion brands and other eligible professional users to identify appropriate:
buyers and retail professionals for wholesale and commercial introductions; and
journalists, editors, stylists and other media professionals for relevant PR and communications activity.
Before relying upon legitimate interests, we consider the purpose of the processing, whether the processing is necessary and proportionate, the nature and source of the information, the individual’s professional role and reasonable expectations, and the potential effect upon the individual.
We do not regard legitimate interests as giving us or our clients an unrestricted right to use professional contact information.
6. OUR PROFESSIONAL CONTACT DATABASES
Fashion Antidote may provide paying clients or authorised users with access to curated professional contact information.
For data-protection purposes, providing such access constitutes a disclosure or sharing of personal data.
We do not give customers ownership of personal data. Access is provided under a limited licence and subject to contractual restrictions.
Customers are expected to use professional contact information only for legitimate and relevant professional purposes connected with their business.
Customers must not use our databases for:
indiscriminate or irrelevant mass communications;
unlawful marketing;
harassment;
unauthorised resale;
republication;
scraping; or
onward distribution.
A customer who obtains personal data from a Fashion Antidote database will ordinarily act as an independent controller in respect of its subsequent use of that information.
This means that the customer is independently responsible for determining whether its proposed use of the information is lawful and for complying with applicable data-protection and electronic-marketing legislation, including the UK GDPR, Data Protection Act 2018 and, where applicable, the Privacy and Electronic Communications Regulations.
Access to information through Fashion Antidote does not constitute consent by the individual to receive marketing or other communications from a particular customer.
Customers must therefore determine for themselves whether consent or another lawful basis is required before contacting an individual.
7. FREELANCERS, SOLE TRADERS AND INDIVIDUAL SUBSCRIBERS
Data-protection and electronic-marketing rules may apply differently depending upon whether an individual is acting on behalf of a corporate organisation or in their own capacity as a freelancer, sole trader or similar individual business.
We take this distinction into account when determining whether and how professional contact information may be processed or shared.
Where consent is legally required for a particular activity, we will not seek to replace that requirement by relying upon this Privacy Policy or upon the fact that information is publicly available.
8. YOUR RIGHT TO OBJECT TO INCLUSION IN OUR PROFESSIONAL DATABASES
You have the right to object to our processing of your personal data where we rely upon legitimate interests.
If your professional details appear in a Fashion Antidote database and you do not wish them to be included, please email:
You may ask us to:
remove your details;
correct inaccurate information;
update your professional details;
tell you what information we hold about you; or
stop using your information for specified purposes.
Where an objection relates to processing for direct-marketing purposes, we will cease that processing as required by applicable law.
If we remove your details following an objection, we may retain a minimal suppression record, such as your name and relevant contact identifier, where necessary to ensure that your information is not inadvertently added to the database again.
A suppression record will not be made available to customers for marketing purposes.
9. MARKETING FROM FASHION ANTIDOTE
We may send relevant business communications to existing or prospective business contacts where permitted by law.
Where consent is required, we will seek consent before sending the relevant communication.
You can unsubscribe from Fashion Antidote marketing communications at any time by using the unsubscribe mechanism contained in the communication or by emailing:
We may retain limited information about an opt-out where necessary to ensure that we respect your preference in the future.
10. WHO WE SHARE PERSONAL DATA WITH
Depending upon the circumstances, personal data may be disclosed to:
Fashion Antidote clients authorised to access our professional databases;
website hosting and technology providers;
CRM and email-service providers;
payment processors;
cloud-storage and IT providers;
professional advisers, including accountants, lawyers and insurers;
contractors and service providers assisting us in operating our business;
regulatory, law-enforcement or governmental authorities where required by law;
a purchaser, investor or adviser in connection with a proposed sale, financing, restructuring or acquisition of all or part of our business; and
other persons where disclosure is required or permitted by law.
Where a third party processes personal data on our behalf as a processor, we require appropriate contractual and data-protection safeguards.
Where we share Professional Contact information with a customer through our databases, that customer will ordinarily process the information as an independent controller, as explained above.
11. INTERNATIONAL TRANSFERS
Some of our technology providers or other recipients may process personal data outside the United Kingdom.
Where a transfer is subject to the international-transfer provisions of applicable data-protection law, we will use an appropriate lawful transfer mechanism.
Depending upon the circumstances, this may include:
a transfer to a country covered by applicable UK adequacy regulations;
the UK International Data Transfer Agreement;
the UK Addendum to approved standard contractual clauses; or
another mechanism permitted by applicable law.
Where required, we will also consider whether additional safeguards are appropriate.
You may contact us for further information about safeguards applying to relevant international transfers.
12. DATA SECURITY
We take reasonable and proportionate technical and organisational measures designed to protect personal data against accidental or unlawful loss, misuse, alteration, unauthorised access or disclosure.
Access to personal data is restricted to persons who reasonably require access for legitimate business purposes.
No online system or method of electronic transmission can, however, be guaranteed to be completely secure.
If a personal-data breach occurs, we will assess it and make any notifications to affected individuals or the Information Commissioner’s Office required by applicable law.
13. DATA RETENTION
We retain personal data only for as long as reasonably necessary for the purpose for which it was collected, including applicable legal, accounting, regulatory and contractual requirements.
In determining retention periods, we consider:
the nature and sensitivity of the information;
the purpose for which we use it;
whether the purpose can be achieved by other means;
the individual’s reasonable expectations;
the risk arising from continued retention; and
applicable legal and regulatory requirements.
Client contractual, transactional and accounting records may generally be retained for up to six years following the end of the relevant financial year or business relationship where appropriate for legal, tax and accounting purposes.
Professional Contact information is reviewed and updated periodically.
Where we become aware that information is materially outdated, inaccurate, no longer professionally relevant or subject to a valid objection, we will update, restrict or remove it as appropriate.
We may retain limited suppression information for longer where required to honour an objection or opt-out.
14. ACCURACY OF PROFESSIONAL INFORMATION
We take reasonable steps to maintain the accuracy of information contained within our professional databases.
Professional roles change frequently.
If information relating to you is inaccurate or out of date, please contact:
We will investigate appropriate correction or removal requests.
Customers accessing our databases are also required to use professional information responsibly and should not knowingly continue using information that they know to be materially inaccurate.
15. YOUR LEGAL RIGHTS
Depending upon the circumstances and the lawful basis upon which we rely, you may have the right to:
request access to personal data we hold about you;
request correction of inaccurate or incomplete personal data;
request erasure of your personal data;
object to our processing of your personal data;
request restriction of processing;
request portability of certain personal data;
withdraw consent where processing is based upon consent; and
complain to the relevant supervisory authority.
These rights are subject to certain statutory conditions and exemptions.
To exercise a right, please contact:
We may request information reasonably necessary to verify your identity before responding to a request.
We will deal with requests within the time period required by applicable law.
16. COMPLAINTS
If you have concerns about how we use your personal data, we would appreciate the opportunity to address them first.
Please contact:
You also have the right to complain to the Information Commissioner’s Office (ICO), the United Kingdom supervisory authority for data protection.
Further information is available at:
ico.org.uk
17. COOKIES AND SIMILAR TECHNOLOGIES
Our website uses cookies and similar technologies.
Some cookies are necessary for the website to operate. Others may be used for analytics, functionality or advertising.
Where applicable law requires consent before a non-essential cookie is placed on your device, we will request that consent through our cookie-management mechanism.
You may withdraw or change your cookie preferences through the controls provided on our website.
Browser settings may also allow you to block or delete cookies, although doing so may affect some website functionality.
Details of the specific cookies and third-party technologies currently used on the Website are available through our cookie-preference tool or cookie notice.
18. THIRD-PARTY WEBSITES
Our website may contain links to websites, platforms or services operated by third parties.
We are not responsible for the privacy practices of independent third parties.
We recommend reviewing the privacy information provided by the relevant third party before providing personal data to it.
19. CHILDREN
Fashion Antidote provides business-to-business services and does not intentionally compile professional databases concerning children.
Our services and professional databases are not directed at children.
If we become aware that personal data concerning a child has been collected in circumstances where it should not have been, we will take appropriate steps to remove it.
20. AUTOMATED DECISION-MAKING
We do not use personal data to make decisions based solely on automated processing which produce legal effects, or similarly significant effects, concerning individuals.
If this changes, we will provide the information required by applicable data-protection law.
21. CHANGES TO THIS PRIVACY POLICY
We may update this Privacy Policy from time to time to reflect changes to our services, business practices or legal obligations.
The date at the top of this Privacy Policy indicates when it was last updated.
Where a change materially affects the way we process personal data, we will take reasonable steps to bring the change to the attention of affected individuals where required by law.
22. CONTACT US
For questions concerning this Privacy Policy, our processing of personal data, inclusion in a Fashion Antidote professional database or the exercise of your data-protection rights, please contact:
LVFD Limited trading as Fashion Antidote
71–75 Shelton Street
London WC2H 9JQ
United Kingdom
Email: hello@fashionantidote.co