How dance culture is powering this year’s Festive Economy

The newly launched 2025 John Lewis Christmas advert has reignited the UK’s love affair with 90s dance music.

Soundtracked by Alison Limerick’s classic Where Love Lives, reimagined by Labrinth, it has been hailed as one of the most nostalgic campaigns yet.

But while national attention turns to the rebirth of house music, Lancashire has been leading this cultural revival for years.

The county’s deep roots in dance culture stretch back to the late 1980s, when Blackburn’s warehouse raves helped define Britain’s acid house movement.

Those nights of togetherness and creativity left a lasting mark, shaping generations of artists and event producers who continue to champion the same values today.

Among them is Crafty Vintage, a Lancashire-based production company that has built its reputation on blending artisan markets, live entertainment and community celebration.

Its large-scale town centre events have brought national acts including N Trance, D Ream, K Klass, Graeme Park and Crazy P to local audiences, attracting visitors, supporting traders and driving footfall to independent businesses.

This year, Crafty Vintage will once again deliver one of the region’s most anticipated festive events, the Darwen Christmas Lights Switch On, in collaboration with Blackburn with Darwen Council and Darwen Town Council.

The celebration on Saturday 15 November will feature nine hours of entertainment across Market Square, including live performances, family attractions and a headline set from Kelly Llorenna, the voice behind Heart of Gold and True Love Never Dies.

Laura Johnson, Crafty Vintage co-founder, said: “The 90s gave us unity, positivity and escapism.

“Those same feelings are exactly what people are craving again, and that is what we are bringing back to town centres this Christmas.”

The event highlights how local collaboration and creative production can strengthen Lancashire’s festive economy, drawing thousands of visitors and shining a light on the region’s leadership in culture-led regeneration.

Find out more at craftyvintage.com.