The idea of fashion shows as the globe faces Covid-19 seems impossible, but instead of canceling, the industry is anticipating measures to adapt during pandemics.
Today (Tuesday, April 21), the British Fashion Council announced that London Fashion Week will continue according to the scheduled dates, June 12-14, but instead of a physical show, the content will be broadcast on a digital platform in londonfashionweek.co.uk.
Caroline Rush, executive director of the British Fashion Council, said that "by creating a cultural platform for fashion week, we are adapting digital innovation to better suit our needs and build a global showcase for the future."
Content will be shared in several ways: live Instagram video, Q&A, podcast, Zoom conference, video, etc.
The digital platform will also contain a virtual exhibition hall to promote sales.
Such a practice does not occur for the first time in London, as Shanghai held digital shows in early April, as well as Tokyo in March, but London is the first city of major catwalk shows.
The next change is related to men's and women's clothing, as for the first time, the shows will not have a gender division, a new and important step in this industry, which in recent years has tried to break the defining barriers.
Source: Vogue
