London’s first all-digital fashion lineup is coming to a screen near you, starting June 12.
LONDON — The British Fashion Council is buckled up and preparing to rocket into uncharted territory today as it fires up the first all-digital fashion week, a trip as strange and unfamiliar as a mission to the moon.
The BFC, which would have been staging the spring 2021 London men’s wear shows this month, was forced to act quickly. With the U.K. locking down in late March, stores and factories closing and employees sent home, men’s designers were clearly going to sit out the June shows. But the BFC powered ahead.It polled London designers about what they wanted to do in June, and scrambled a survival fund for the most fragile businesses.
She said the group had acknowledged a long time ago that the rhythm of the shows didn’t fit the reality of business; deliveries didn’t suit the seasons, end-of-season sales were arriving too soon and the industry was damaging the planet. What a difference five months makes: For this three-day showcase, which runs from June 12 to 14, the BFC has partnered with myriad digital agencies, studios and showrooms, including Red Apple Digital, the radio and online audio specialist; the creative agency Wednesday, and Joor, which offers a virtual showroom experience and order management tools so that people can do business digitally, regardless of time zones or geography.
Phair said the BFC’s vision was to conjure, “an unbelievable moment, and marketing platform, for all of the brands involved, but also for the conversation around fashion, for the topics that are important today. Fashion is a cultural conversation in a way that music and art and architecture and pop culture are. It goes beyond clothes. Showcasing that digitally actually gives us the opportunity to show even more. I think this could really spell the beginning of a new approach.
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