Instead of physical shows, London Fashion Week will be entirely digital in June.
The diversity of the offering will be related to what designers are able to produce during self-isolation, and will also reflect a new strain of branding, marketing, and communication that has taken hold during the pandemic.
The LFW digital platform will also contain virtual showrooms, as per a release, that will help connect brands with retailers, adding a business component to the week. Rush also said, “It is essential to look at the future and the opportunity to change, collaborate and innovate. 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.
London Fashion Week’s digital imprint will also be gender-agnostic, enabling menswear, womenswear, and genderless labels to particiapte. Establishing this roll-out of digital content timed to the traditional menswear and resort seasons is intentional.
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