PH. by Filippo Pollastrini- Shoredich Street Art, London

London as never before: A Digital Fashion week

An upcoming platform is driving everybody’s attention for the next London Fashion week; starting from June 12 to June 14, it promises 12 months of “Future”

Against the common opinion which usually labels fashion industry as an aggregation of captivating but trivial elements, the British Fashion Council has just proved that it is also an unexpected adaptation-machine. In a moment in life when the only idea on being at less than one meter from each other seems unreal, London fashion week faces the problem by creating a solution to the classical physical shows: the first fashion event entirely digital.

But how to cope with all the original distinctive aspects that the new catwalks should give up on?

The chief executive of the British Fashion Council, Caroline Rush, points out the huge benefit that is immediately associated with the fashion digitalization: the key is the innovation which today is already everywhere and may constitute an interesting prospective in the future not only for showcases. With the lack of physical barriers, designers could share not only their work but also their stories in order to create both a wider global community and a more aware client.

So, here it is the magical proposition: from June 12 to June 14, London City.

The designers would have the freedom to build up their own content; they could range from digital look-book to brand-video, short spots to written-out Q&A and even podcast. The offer sorting is, as previously mentioned, up to the designers and their ability to communicate during the Covid-19 Isolation but it will be also shaped on their personal idea of branding and marketing communication.

To sustain the all situation, meeting tools as Zoom, Skype and Instagram Lives have been substantially integrated to all the fashion brands involved as to show that, despite the lockdown, the relationship with fans and customers still remains a necessary engagement: through social media livestreams, especially, people have the power to stick together, taking down the dramatic tones around them.

Here, fashion echo become inclusive and supportive: the fashion industry is stepping out of its old conceptions of exclusivity and unreachability. Furthermore, it has been anticipated that the London Digital platform is going to adapt showrooms in order to connect directly the brands and the buyers; the occasion could prove its success also by encouraging new opportunities to collaborate and influence positively the society firstly, by inviting all the people connected together to reflect upon some topics like sustainability (not only in the garments but mostly in the process behind them), value prepositions, brand management and craftsmanship. The idea behind all these premises is still, looking at the future and cherish humanity now more than ever.

Another innovative characteristic of the London Fashion week is its gender-agnostic vibe: this aspect will enable not only womenswear and menswear to participate but also “genderless labels”. The intentional content has been carried out according to the international fashion calendars (both for men and women) in order to avoid postponements and, mostly, to promote uniqueness and modernity.

The reception has been largely promising, famous designers around the world like Virgil Abloh, Joseph Altuzarra, Matthew Williams and Gabriela Hearst confirmed their presence despite the “official” pause of the fashion industry. Like the “Londoner” example, some good news regarding Fashion on digital platforms, has arrived from Asia: Shanghai and Tokyo adopted the livestream fashion week in March.

Now the excitement seems to be more than the actual concern: to keep up with the Covid-19, London is stepping forward challenging it and, for all the fashion lovers, already winning the harsh match by achieving the best results not only in terms of audience and expectations.

Fanny Trivigno

SOURCES fashion-week-interamente-digitale-291373/;;