British Fashion Council through its official Instagram announced that on Friday 12, June, London Fashion Week will relaunch as a digital-only platform open to all, merging menswear and womenswear, taking care of the current scenario while promoting gender neutrality.
The idea of organizing runaway fashion shows during global COVID-19 lockdowns might seem impossible, but instead of losing hopes, the fashion industry has managed to come up with new ways to communicate in the time of crisis. The future of fashion weeks post COVID-19 is now clear than ever, where half the world is canceling or postponing the fashion weeks and shows, London took for a different approach, following the lead of fashion weeks in Shanghai and Moscow that have taken place online due to coronavirus physical distancing. The approach London is going for is the one that other major cities could soon emulate. Instead of physical shows, the fashion industry will be entirely digital now, with content rolling out. The first approach is of menswear shows in June, London Fashion Week: Men's is relaunching as a gender-neutral affair with a digital-only platform.
The British Fashion Council also announced that this digital factor will take effect for the next 12 months for the shows in June and September. It’s also looking forward to reaching both trade and consumer audiences through the official website londonfashionweek.co.uk The British Fashion Council is creating a cultural fashion week platform along with adapting to digital innovation to best fit their needs today and something to build on as a global showcase for the future. The best feature of this initiative is that famous fashion designers will be able to share their stories, and for those that have them, their collections, with a wider global community. In the digital platform, the fashion designers will represent their stories through collections, creative collaboration, podcasts, and videos.
The exact details won’t be revealed until later, the British Fashion Council states the fashion week will showcase "multimedia content" including interviews, podcasts, fashion designer diaries, and webinars. The digital showrooms will enable famous fashion designers to generate sales for both the public through existing collections and retailers through orders for next season's products.
The Chief executive of the British Fashion Council stated- “The other side of this crisis, we hope, will be about sustainability, creativity, and product that you value, cherish, and respect.”