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British Fashion Council announces the official opening of digital London Fashion Week

Sadiyah Ismailjee
12 June 2020

British Fashion Council's CEO, Caroline Rush has announced the official opening of the very first digital London Fashion Week.

In April, the BFC revealed that its biannual London Fashion Week Men's would become a digital-only event as well as a gender-neutral show for the very first time in its 40-year history.

In light of the coronavirus pandemic, BFC made the decisions to make London Fashion Week available virtually. This signals the fashion industry's first attempt to follow social distancing measures and respond to the views of designers for a slower pace of fashion.

Caroline Rush said: “These events make us focus on what matters and how we can emerge with a better industry that is more sustainable, equal and just.”

She also encouraged the fashion industry to “double our efforts to take on racism in all its forms” addressing the murder of George Floyd and current global Black Lives Matter Protests.

Previously titled London Fashion Week Men’s, June’s showcase is scheduled to take place between Friday 12 June and Sunday 14 June 2020.

Unlike previous seasons, the digital-only show has access to all areas. Other changes include, the request for tickets which has been removed as the event is available for viewers internationally, as well as the general public.

The virtual shows will take place on the London Fashion Week website.

The digital London Fashion Week will feature a range of virtual content such as short films, interviews, podcasts, digital showrooms and after parties.

Attendees will have access to virtual showrooms through Joor, a digital platform for wholesaling fashion and Smartzer's technology to convert videos into interactive and clickable experiences such as shoppable product.

In addition, designer profile pages will also be showcased, this will be live from today, with introductions to each brand’s work, their social media activity and their press/sales contacts information.

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