London Fashion Week will relaunch as a gender neutral digital platform for June 2020 and will be for both trade and consumer audiences.
The new online event will take place from 12 June when London Fashion Week Men’s had been due to take place. It was revealed last month that the Men’s event would not be taking place as the COVID-19 crisis would have left many designers unable to create collections in time and buyers unable to travel to the event, assuming the lockdown had been lifted.
British Fashion Council CEO Caroline Rush said it was important for the organisation 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. The current pandemic is leading us all to reflect more poignantly on the society we live in and how we want to live our lives and build businesses when we get through this.”
The platform would evolve in the future, she said. “The other side of this crisis, we hope will be about sustainability, creativity and product that you value, respect, cherish. By creating a cultural fashion week platform, we are adapting digital innovation to best fit our needs today and something to build on as a global showcase for the future. Designers will be able to share their stories, and for those that have them, their collections, with a wider global community; we hope that as well as personal perspectives on this difficult time, there will be inspiration in bucketloads. It is what British fashion is known for.”
The new London Fashion Week June 2020 “will put storytelling at its heart and give a voice to British fashion businesses and creatives, allowing them to tell their stories in these extraordinary times by tapping into London’s cultural zeitgeist and highlighting its position as a global multi-cultural city”, it is promised.
It will host exclusive multimedia content from designers, creatives, artists and brand partners, including interviews, podcasts, designer diaries, webinars and digital showrooms, giving the opportunity to designers to generate sales for both the public through existing collections and the retailers through orders for next season’s products.
Longstanding partners British GQ, Evening Standard, JD.COM, INC, LAVAZZA, LetsBab, Mercedes-Benz, The May Fair Hotel and TONI&GUY remain on board with the project and new partners in the form of Amazon Launchpad, Facebook, Google, Instagram, JOOR, ORDRE/ORB360 and YouTube will also take part.
The COVID-19 crisis has wreaked havoc with the global fashion calendar. All men’s catwalks scheduled for June have been pushed back to September or cancelled. Paris Men’s Fashion Week and Couture Fashion Week have been cancelled while the Milan Men’s Shows will take place in September.