The British Fashion Council has unveiled the provisional program of the first exclusively digital London fashion week. It will start tomorrow June 12, 2020, and will combine women’s and men’s collections. “Netflix channel for fashion”. In other words, “Like Netflix, but for fashion” is the definition used by Clara Mercer, spokesperson for BFC, during the press conference.
Like Netflix, but for fashion
The provisional digital program features more than 100 designers and brands, divided into three sections. There is the main program, then the Explore Section and, in the end, another section called Designer Profiles. In it, designers, through their profile, will present their brands.
As Fashion United UK reports, the first section includes 34 brands that will choose the way to present the new collections, including virtual round tables, creative films and live performances. From Friday 12 to Sunday 14, June 2020, each brand will have a specific time for the presentation. But the organisers said that once published, contents will remain available online and can be viewed at any time. Among these, there will also be Mulberry which will host an exclusive performance as part of its virtual My Local Series initiative.
The other sections
On the other hand, there will be 33 brands present in the Explore Section, with new content or other formulas to present their current collections. JD.com, Farfetch, Joyce, LN-CC, GR8 Japan and Galeries Lafayette Champs-Elysées will also contribute. Last but not least, in the third section, designers will be present with profile pages to present their brands, through sharing their latest works. The event will be visible in real time by accessing the londonfashionweek.co.uk website.
Read also:
- London and New York join the chorus: “Produce less, but better.”
- Pitti calls off and postpones all September fairs until January 2021
- Gucci and the others: shopping in digital assisted mode
