London Fashion Week redesigns digital platform with IBM

London Fashion Week (LFW) is redesigning its digital platform, with AI and business services provider, IBM tasked with "matching the in-person catwalk creativity displayed at LFW" and tailoring the supporting digital experience.

Appointed as the digital agency for LFW for 2022, IBM will redesign LFW's website as an innovative cloud-based platform for the global fashion industry to "interact with the fashion flair from London".

IBM iX will re-imagined the LFW experience by taking a human centred and value driven approach, re-designing the mobile-first website and developing existing features and experiences such as City-Wide Celebrations, Event Schedules, Google Maps and Carousels.

Kristine Long, IBM iX, UK and Ireland said: "London Fashion Week showcases some of the world’s most innovative emerging designers and established international brands. It’s important that the creativity, style and panache that is seen in the physical event is replicated into the digital experience."

Clara Mercer, Communications Director, British Fashion Council added: "Immersive engagement plays an important role in connecting designers with buyers, media and consumers during London Fashion Week. As events move to a hybrid state to accommodate both a digital and physical experience, we looked to expand our work with IBM to help deliver the London Fashion Week digital platform and drive the most innovative experience for the fashion industry."