London Fashion Week is Going Digital

BY Sarah Joseph / Apr 23 2020 / 13:00 PM

Due to the recent outbreak of the novel coronavirus, the upcoming fashion week will be completely virtual

London Fashion Week is Going Digital

The fashion industry has been hit hard by the on-going COVID-19 health crisis.

With many notable industry events currently postponed and cancelled, the future of fashion weeks around the world seems to be in serious jeopardy.

The British Fashion Council, however, has become an industry trailblazer and is looking at alternative options in order to provide fashion houses and brands with a platform to showcase their talent. 

The Council recently announced that the upcoming London Fashion Week Men's showcase would be going completely digital. Instead of fashion shows, the event will be replaced by a virtual platform, combining both menswear and womenswear, from 12-14 June.

“By creating a cultural fashion week platform, we are adapting digital innovation to best fit our needs today and enacting something to build on as a global showcase for the future,” Caroline Rush, chief executive of the British Fashion Council (BFC), said.

“The other side of this crisis, we hope, will be about sustainability, creativity and product that you value, respect, cherish.”

The three-day digital event will consists of various activities such as podcasts, webinars, Q&A’s, digital showrooms and interviews. As the online event will be completely streamlined and available to the public, it will give designers the opportunity to showcase their talent directly with both industry professionals, consumers and fans.

London Fashion Week’s digital imprint will also be gender-agnostic and will enable both menswear and womenswear labels to participate.

This isn’t the first time a notable fashion event has gone digital.

Shanghai Fashion Week, which took place from March 24-30, livestreamed A/W2020 collections online via Tmall, Alibaba Group's e-commerce platform, making it the world's first fashion week event to go fully digital. Over 150 designers and brands participated in the event.

London Fashion Week will be hosted on londonfashionweek.co.uk from June 12 to June 14, 2020.


Lead image courtesy of Jason Lloyd-Evans

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