The Digital Fashion Show Playbook(Vogue Business)


Next month, London Fashion Week Men’s will be replaced with a digital-only, gender-neutral platform living on LFW’s website, starting with a digital fashion week from 12-14 June. In a landmark collaboration between big tech and fashion — with some tech companies new to fashion entirely — the platform will give members of the public and the trade access to interviews, podcasts, webinars and digital showrooms. Consumers can buy from existing collections and retailers can order for next season.

This announcement made a statement: the future of fashion shows will be digitised.

It took a couple weeks for Milan, and then Paris, to follow with digital overhauls of their own. (New York, which cancelled its summer resort shows and postponed its men’s shows, has yet to announce a digital format.) The newly online Paris Fashion Week will show Spring/Summer 2021 Men’s 9-13 July, and Milan Digital Fashion Week will follow on 14-17 July.

While these fashion capitals are the most influential, the past month has already given a glimpse of what an all-digital fashion show or fashion week might look like. China’s Shanghai Fashion Week pivoted to a livestream on sponsor Alibaba’s Tmall e-commerce platform at the end of March, followed by G-Star Raw’s 3 April “Stay-at-Home Catwalk” and San Francisco apparel brand Betabrand’