The British Fashion Council (BFC) has this week announced that over the next twelve months, all London Fashion Weeks will take a new form, merging womenswear and menswear into one “gender-neutral platform” online.
From June 12th, right through the usual dates of what was previously London Fashion Week Men’s, London Fashion Week will run as a digital-only event, with the website www.londonfashionweek.co.uk relaunching to host both trade and consumer content for audiences; embracing the “cultural commentary, creativity and humorous spirit for which British fashion and London are known for”, as well as producing exclusive multimedia content from designers, creatives, artists and BFC brand partners
“It is essential to look at the future and the opportunity to change, collaborate and innovate,” BFC Chief Executive, Caroline Rush CBE said in a statement today. “Many of our businesses have always embraced London Fashion Week as a platform for not just fashion, but for its influence on society, identity and culture.”
Addressing the effects of COVID-19 on the fashion industry, and the council’s stance in providing support to businesses during these rapidly changing times, Rush explains, “the current pandemic is leading us all to reflect more poignantly on the society we live in and how we want to live our lives and build businesses when we get through this. The other side of this crisis, we hope will be about sustainability, creativity and product that you value, respect and cherish.”
“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.”
Promising to put storytelling at its heart, London Fashion Week June 2020 will give a voice to British fashion businesses and creatives, allowing them to tell their stories by tapping into London’s cultural zeitgeist, and highlighting its position as a global multicultural city.
Open to a global public and trade audience, the new digital experience will work as a virtual meet-up point, offering everything from interviews and podcasts with designers, to webinars, digital showrooms and designer diaries, giving the opportunity to designers to generate sales for both the public through existing collections, and retailers through orders for next season’s products.