London Fashion Week goes digital this weekend (12-14 June 2020)
In response to the COVID-19 crisis, the British Fashion Council has launched its first-ever digital fashion week, available online 12-14 June 2020
Back in April, the fashion world eagerly awaited news of whether London Fashion Week 2020 would continue as a result of coronavirus and the changing views of sustainability in fashion. It was then announced that both men’s (usually held in June) and women’s (September) would be merged into one, gender-neutral event.
Taking place this weekend, the three-day summer event is being held entirely online on a newly revamped, state-of-the-art platform which can be accessed here. Anybody can access the platform, which is showcasing new season designs, as well as hosting virtual showrooms, short films, podcasts and playlists, anchored by the hashtag #LFWreset. British designers taking part include Lou Dalton, Chalayan, Marques’Almeida, RIXO and Mulberry.
In aid of the BFC Foundation Fashion Fund for the Covid Crisis, John Lewis and The British Fashion Council are also inviting people to walk their virtual catwalk. They have asked the nation to dress-up in an outfit that brings them joy, and share videos of their catwalk moment from home. On Sunday 14 June, the public’s outfits will be chosen and edited into a film – the first time a LFW show will be created with content generated by the public.
Highlighting the fashion industry’s response to coronavirus, they have also launched the LFW Catwalk Challenge – for every video entry on the hashtag #LFWCatwalkChallenge, the retailer will donate £5 to the BFC Foundation Fashion Fund for the Covid Crisis, which is financially supporting fashion businesses and individuals affected by the coronavirus pandemic. Recipients thus far include Alighieri, Craig Green, E. Tautz, Richard Malone and Richard Quinn, among others.
The show must go on…
How to enter the LFW Catwalk Challenge
Anyone can enter by posting a video using both the Hashtag: #LFWCatwalkChallenge and tagging @johnlewisandpartners on either their Instagram grid or stories. The LFW film will be put together with video entries submitted between 9am Tuesday 9 June to midday Friday 12 June 2020. The LFW Catwalk Challenge and John Lewis donations will continue through LFW until midnight on the 14 June.
