With the Covid-19 pandemic cancelling pretty much every major cultural event this year, London Fashion Week has taken the unprecedented move to go virtual – and everyone can join in.
For the fashion obsessed, you’ll know that London Fashion Week normally takes place in February and September and is an industry-exclusive event for fashion editors to attend and get ahead on the trends of the upcoming season. But the British Fashion Council has found that the impact of Covid-19 on the fashion industry has been considerable, with 73 per cent of fashion businesses already experiencing order cancellations.
And so by introducing a merged womenswear and menswear digital-only London Fashion Week (London Fashion Week Men’s normally takes place this month anyway) that’s free to access globally for both the public and trade audiences, the BFC hopes to boost the industry’s economic and social power and establish long-term benefits for businesses.
The digital platform will host exclusive multimedia content from designers, creatives, brand partners, media, retailers and cultural institutions from 12 – 14 June. From interviews and podcasts to webinars, designer diaries and digital showrooms, everyone will have a front row seat to the very first digital fashion week.
Over 100 designers are taking part in the world-first event, including Marques ‘ Almeida, Ahluwalia, RÆBURN, Preen by Thornton Bregazzi, Mulberry, RIXO and Chalayan, and retailers including John Lewis & Partners, Farfetch and Galeries Lafayette Champs-Elysée will also be present on the platform.
The Explore section will be where you can view such content as ‘The Class of 2020’, where fashion students have been asked to create content to tell their stories, ‘DREST’, the world’s first interactive luxury styling game and an exclusive conversation between Edward Enninful, Editor-in-Chief of British Vogue, and Sadiq Khan, Mayor of London, to ‘discuss the global outcry against systemic racism, and how London’s recovery from COVID-19 must address this and other inequalities in our society.’
The first ever virtual London Fashion Week starts tomorrow and lasts all weekend, so make sure to sign up here to be a part of fashion history. Then download the schedule so you don’t miss any of your favourite designers or the most exciting content of the weekend.