John Lewis partners with British Fashion Council on "London Fashion Week Catwalk Challenge"
John Lewis has partnered up with the British Fashion Council to invite the nation to wear their most stylish outfit and film their own catwalk.
A selection of the videos submitted will be turned into a short film and shared virtually on Sunday 14 June.
This marks the first time that a London Fashion Week show has been created using content made by the public.
The general public can take part through posting a catwalk video of themselves with the hashtag #LFWCatwalkChallenge and tag @johnlewisandpartners on either an Instagram post or story.
For every video using the hashtag #LFWCatwalkChallenge, John Lewis said it will donate £5 to the BFC's Foundation Fashion Fund for the Covid Crisis. This foundation was set up at the beginning of lockdown in order to aid and support creative businesses and individuals amid the Covid-19 pandemic.
John Lewis' Fashion Director, Christine Kasoulis said: “The #LFWCatwalkChallenge hopes to harness the transformative power of clothes, be an inclusive and joyful celebration of fashion and self-expression, allowing us to indulge in ‘dressing up’. We know fashion may not be highest on everyone’s agenda but we hope to lift spirits and raise some money."