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21st Apr 2020

London Fashion Week goes entirely digital amid #Covid-19 pandemic

Jade Hayden

“A global showcase for the future.”

London Fashion Week is going entirely digital this year amid the Covid-19 pandemic.

The event, scheduled to take place in June, will be online-only this year as organisers adapt to the new restrictions put in place by the UK government.

The event will have a focus on sustainability and will also be gender-neutral, merging all menswear and womenswear for the first time.

“By creating a cultural fashion week platform, we are adapting digital innovation to best fit our needs today and enacting something to build on as a global showcase for the future,” said Caroline Rush, chief executive of the British Fashion Council (BFC).

“The other side of this crisis, we hope, will be about sustainability, creativity and product that you value, respect, cherish.

“We hope that as well as personal perspectives on this difficult time, there will be inspiration in bucketloads. It is what British fashion is known for.”

This year’s London Fashion Week will be comprised of a multimedia rollout including virtual showrooms, interviews, and podcast episodes that will be available to the general public.

Fashion Weeks in Shanghai and Moscow have also moved entirely online due to the pandemic, while Paris Fashion Week has so far been cancelled.

Moscow’s event proved a success, boasting over 800,000 viewers after organisers posted a series of lookbooks, films, and interviews.

London Fashion Week begins on June 12.