How to stage a fashion show amid social distancing regulations? Go digital. On 21 April, the British Fashion Council announced that London Fashion Week will go ahead in June, merging menswear and womenswear showcases to form a “gender-neutral platform”. The digital-only event will take place between 12 and 14 June, when London Fashion Week Men’s was slated to run, with the website Londonfashionweek.co.uk relaunched to host content, commentary and capture the “humorous spirit for which British fashion and London are known”.
Caroline Rush, the chief executive of the BFC, said in a statement: “The current pandemic is leading us all to reflect more poignantly on the society we live in [...] The other side of this crisis we hope will be about sustainability, creativity and product that you value, respect, cherish.”
She continued: “By creating a cultural fashion week platform, we are adapting digital innovation to best fit our needs today and something to build on as a global showcase for the future. Designers will be able to share their stories, and for those that have them, their collections, with a wider global community; we hope that as well as personal perspectives on this difficult time, there will be inspiration in bucketloads. It is what British fashion is known for.”
In terms of content, the London Fashion Week website promises everything from interviews and podcasts with designers, to webinars and digital showrooms. It follows a growing trend across the industry to engage with communities online, via Instagram Live, Zoom webinars and tutorials on Youtube. Webinars in particular have boomed: just last week, Vogue hosted Vogue Global Conversations, a series of live conversations held over a period of four days with luminaries from the fashion industry.
The full article read in the Vogue Business