As expected, London Fashion Week, like all the other events across the globe, stood no chance of taking its usual course.
However, the cancellation was out of the question and thus this weekend the iconic week of the designer showcase will take place online. This is a brand-new approach, so what can we expect from it?
The very first thing that comes to mind is that you will no longer need a ticket, a lanyard or a kind press officer on the door to partake in London Fashion Week. In 2020, amidst the pandemic, everyone is invited and has access to all areas. A new hashtag, #LFWReset, comes with a busy schedule of films, podcasts, live discussions, DJ nights and virtual galleries. All of these can be utilized by the designers to share their experiences with a much wider audience.
The online London Fashion Week has a schedule featuring a series of content that would be a crime to miss. Such highlights would be Charles Jeffrey Loverboy’s virtual club nights, Bianca Sander’s panel discussion with Joshua Woods and even a documentary from Masques’ Almeida about a new sub-brand reM’Ade which a collection made from deadstock and recycled fabrics only. The best part is that there is no FOMO factor left, which is the key reason behind the exhaustion of regular attendees that try and attend every bit of the schedule. Once this content gets published, you will be able to view it anytime, even past London Fashion Week.
This is a historical moment for yet another reason – the public won’t be only a quiet observer but is also invited to participate. John Lewis & Partners teamed up but BFC to invite the audience on a catwalk. They have launched a campaign that asks the nation to showcase their favourite outfit and have their improvised catwalk moment shot on a video, using the #LFWCatwalkChallenge and @johnlewisandpartners tags. The most outstanding videos will be broadcasted as part of Sunday’s programme and, additionally, John Lewis and Partners are going to donate £5 per each video to the BFC’s Foundation Fashion Fund.
The luxury fashion platform Farfetch has also contributed towards the new format of the London Fashion Week, creating film series where four British designers (16 Arlington, Charles Jeffrey Loverboy, Erdem and Roksanda) talk to four Chinese influencers (Sunni, Dipsy, Anny Fan and Fil Xiaobai). The last but not the least element to look forward is designer profile pages that will be launched on Friday, introducing their works, social media activity and media contacts information.
All in all, while the new format of London Fashion is being launched due to the pandemic, the thought process behind it suggests it may become an important addition to the event even past the lockdown. Keep an eye on the official website, relaunching on Friday, to keep yourself up to date on what events you want to attend. In the meantime, get that camera ready – there are catwalks to conquer.