London Fashion Week To Be Both Physical And Digital Event

With two weeks to go until London Fashion Week, the British Fashion Council has published the provisional calendar for the gender-neutral September 2020 showcase, which includes both digital activations as well as physical events.

The schedule features more than 80 designers including 40 womenswear, 15 menswear, 20 menswear and womenswear and 5 accessories brands. The majority, of which, are doing digital activations only, with designers including Vivienne Westwood, Matty Bovan and Edward Crutchley opting for digital film presentations, while Raeburn and Nabil El-Nayal are taking part in the British Fashion Council’s conversation series.

However, 30 designers and brands, including Victoria Beckham, Eudon Choi, Molly Goddard, Bora Aksu, Mark Fast, Osman, and Pronounce, are doing a catwalk, salon show or presentation. While others such as Christopher Kane, Erdem, Roksanda, Simone Rocha, Temperley London, Halpern, Emilia Wickstead, and Edeline Lee are to hold appointments, and Bethany Williams is to hold an exhibition.

In total, the British Fashion Council states that there will be 50 digital-only activations, 21 physical and digital, 7 physical only and 3 designers who will activate through a physical evening event only.

For the physical events, most of which are appointments, the British Fashion Council notes that they would adhere to Government guidelines on social distancing, however, no guidelines have been published yet. However, organisers told FashionUnited over e-mail that they are “working closely” with the Department of Culture, Media and Sports (DCMS) on updates and guidance around producing fashion shows and events and that they “hope to be in a position to share these soon”.

In addition, there won’t be a centralised British Fashion Council hub this season, and therefore organisers will not be issuing any press passes. Brands with physical events will manage their own guest lists and invite editors and buyers directly.

While physical shows are on the schedule, this season will feel different, more localised, as many countries such as France, Spain, the US, China and Switzerland are currently on the UK quarantine list. Meaning that there will be less international editors and buyers, as travellers arriving from those countries would have to self-isolate for 14 days, as well as face restrictions when arriving back to their own countries.

Fashion industry is now looking to open with their seasonal collection launches. However, this time with strict regulations and healthcare precautions. iDesigniBuy is a pioneering customization software provider, enabling fashion brands with apparel customization solutions for better customer engagement.

Source: Fashion United