What will the first virtual version of London Fashion Week look like this weekend?
LONDON — No one knows quite what to expect this weekend as the British Fashion Council lifts the veil on its new digital platform, and the first virtual version of London Fashion Week begins to unfold.
He is joined by peers including Charles Jeffrey, Bianca Saunders, Nicholas Daley, Ahluwalia and Per Gotesson, as well as a small range of women’s wear players such as Preen by Thornton Bregazzi, Marques ‘Almeida, Palmer//harding and Rixo. It’s definitely going to be a lo-fi affair. Given both the time and budget constraints of lockdown, which is only now starting to ease in the U.K., London designers have mostly been resorting to short videos or to simply uploading look books online for this virtual showcase. This could be underwhelming to some or simply not enough to capture the attention of the online fashion audience, which has already been overwhelmed with confinement content the past few months.
“The shift in the new fashion system is actually liberating. It’s allowed me to move to an on-demand product system that reduces waste and the environmental impact of the design industry,” said Matthew Miller, who will be presenting a new body of work with a film dubbed “Merchandise for the Impending Apocalypse.”
Designer Priya Alhwalia, an LVMH Prize finalist, will be releasing a book she has been working on for over two years in lieu of a collection. Unveiled via an online exhibition, the book — titled “Jalebi” — starts with “a love letter to diversity” and explores “what it means to be a young mixed heritage person living in Britain” through family letters and photographs made around Southall, Britain’s first Punjabi community.
View this post on Instagram What could be more radical than making nothing at all?⠀ ⠀ RÆFOUND by Christopher RÆBURN. Launching Saturday 13th June as part of @LondonFashionWeek Digital.⠀ -⠀ #RAEBURN #RAEFOUND “ReMade is a space for unlearning, for experimenting and — most of all — for putting responsible fashion into practice. We want to nurture direct action, even if we don’t have all the answers,” said Marta Marques.
“This pandemic has definitely opened up a path for designers and brands to decide for themselves, to self-determine, what it the best timing, medium, and way for each to present collections thoughtfully. It has made quite clear that there is no one acceptable or best way to do so, but a variety of possibilities,” said Bergdorf Goodman men’s fashion director Bruce Pask.
Not so fast: The general consensus is that even though fashion federations are building these new digital platforms, it doesn’t mean the public will come running or sit in front of a computer for three days straight streaming fashion content.
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