On March 27th this year, the fashion industry found itself faced with the inevitable: following the international measures to slow the spread of the Covid-19, all European Fashion Weeks set to unfold in June in the cities of London, Milan and Paris were cancelled. An extraordinary state of affairs following the last season of shows that took place in Milan, just days before the entire population of Italy went into lockdown. In the following weeks, as many creators and labels have been intensifying their search for ideas on providing digital content - live shows, exclusive interviews, creative challenges and dipping into the archives - the British Fashion Council has just proposed an innovative initiative: the next London Fashion Week will indeed take place... but online.
Announced on Tuesday April 21st, this news marks a first in the history of London’s fashion calendar. In an attempt to compensate for the absence of actual fashion shows, the website www.londonfashionweek.co.uk will be giving brands space to present visuals of their collections, to evoke their world and take us behind-the-scenes with videos and podcasts, and even to initiate creative collaborations. Anyone who’d like the latest info on what’s happening can already subscribe to their newsletter.
While the names of the designers and houses set to participate in this 100% digital spring-summer 2021 season have yet to be revealed, internet users can be certain of one major novelty: the BFC platform will mix the men's and women's collections, thus constituting the first officially non-gendered Fashion Week. An initiative that no doubt stems from changes started by the labels and houses themselves, as more and more of them show men’s and women’s wear in the same collection whatever the season. So, get ready to take your front seat on June 12th and enjoy a season that promises to be exceptional.
London Fashion Week, June 12th - 14th
