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London Fashion Week reveals details of digital and physical September show

Lauretta Roberts
14 July 2020

London Fashion Week will take place from 17-22 September in a new digital and physical gender neutral format.

The event will include digital activations on and physical presentations, under government social distancing guidelines with a provisional schedule promised later in the summer.

Multimedia content on the digital LFW platform, which is powered by JOOR, will be made available to both trade and members of the public.

The British Fashion Council was obliged to replace London Fashion Week Men's in June with a gender neutral digital showcase as a result of the COVID-19 pandemic.

This was the first time it used the new JOOR platform to showcase designers and stage online events and talks.

Burberry, which is usually the biggest draw for London Fashion Week, has already confirmed that it will be staging a physical outdoor event, which can also be enjoyed digitally, to showcase its SS21 collection. The date for the Burberry show is 17 September.

The COVID-19 pandemic has forced many brands to rethink their catwalk schedules with big names such as Gucci and Saint Laurent saying they will no longer be tied to official show schedules and more closely match their shows to the arrival of collections in stores.

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