London Fashion Week combines physical and digital shows this September 2020
London Fashion Week (LFW) is an important fashion trade show that takes place in London twice a year, in February and September. The show exposes the most talented and popular designers to a global audience of influential media and retailers and its part of the ‘Big Four’ fashion weeks, along with New York, Milan and Paris.
The British Fashion Council confirmed earlier this summer that the show would not be canceled, but that it would modify part of its format to integrate a new digital plan, maintaining the security measures imposed by the government. The organization explained that both physical and digital shows would be on the schedule.
The event will take place as planned from Thursday 17 September to Tuesday 22 September and both men’s and womenswear designers will be invited to take part in the gender-neutral showcase. A huge array of multimedia material will be hosted on the platform, this includes; podcasts, interviews, designer diaries, webinars and digital showrooms, which will give those in the fashion community the opportunity to tell their stories and share their experiences, particularly about the challenging time that many have faced over the past few months, and to discuss other important issues facing the industry.
Over 100 designers are taking part in the project, 34 of which are part of the official LFW schedule, while a number of others will feature on the ‘Explore’ section, where content will tell the story of individual brands and businesses. The schedule will feature a number of specifically timed moments, those of which can be viewed live, but will also be saved and available to watch at any point.
“London Fashion Week is about presenting our designers. London is known for its creative talent and for its modern designers from Christopher Kane, Erdem, Roksanda, Simone Rocha and J.W. Anderson to the global brands such as Burberry, Mulberry and Anya Hindmarch.” –Says Caroline Rush, CEO of the British Fashion Council.
This is a key event for the global fashion industry and its format, despite leaving much of the physical show behind, is a huge opportunity for the most important brands to use their creativity and involve visitors in an immersive experience . The digital format allows visitors to see behind the scenes and behind the catwalks, learn more about their favorite designers, and access new material.
In addition to providing this space of maximum creativity and ingenuity, LFW will set trends that will change the way the world of fashion is perceived.
The schedule will see Mulberry host an exclusive live performance in celebration of a LFW artist, meanwhile Preen will present “a pause in time” in the form of a season less campaign, Rixo will share a behind-the-scenes video of the shoot for its resort 2021 look book, while there will also be designer diaries from the likes of Daniel Fletcher, Bethany Williams and Roksanda – and there will be profiles on at least 100 LFW designers shared, while retailers (including Farfetch and Galeries Lafayette Champs-Elysées) will celebrate British designers, including Grace Wales Bonner, Martine Rose, Simone Rocha and Rejina Pyo.
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