London was the first fashion capital to kick-start the digital fashion week: three days, from the 12th until the 14th of June, for presenting the (few) collections and experiment with (many) new communication strategies. But how did it go?
It wasn’t the classic fashion week, with the busy calendar full of fashion shows and events, that’s for sure. This year’s edition was an occasion to experiment with different ways in which brands can showcase their collection, now that it’s not possible to do it in person. The calendar was structured in three daily sessions, with content produced during the lockdown respecting the social distancing norms, live streaming panels, podcast, DJ set, open contest and much more. Everything is available on the London Fashion Week official website and their socials account, Instagram and Youtube.
34 designers, joined forces with 34 retailers, 23 media and 6 sponsors. There were some big names of Brit’s fashion missing from the calendar: Burberry, Victoria Beckham, JW Anderson, Christopher Kane all decided to re-schedule their fashion shows in September, as well as some young talents like Richard Quinn and Rejina Pyo. The edition didn’t incorporate the live streaming shopping format, that during the Shanghai Fashion Week was very successful.
Among the many types of content published during the weekend, what felt more relevant didn’t have anything to do with fashion: the Editor-in-Chief of British Vogue, Edward Enninful, interviewed the Major of London, Sadiq Khan, about racism and #BlackLivesMatter.
A few days before, Enninful dedicated the cover of the July’s issue to three citizens of London: Narguis Horsford, a train driver of the London Overground, Rachel Milla, a nurse that works in east London and Anisa Omar, a supermarket cashier in King’s Cross. A tribute to all the key workers that made a difference during the pandemic.