London Fashion Week presented the rich calendar of the first fashion week in digital format, which will be a mix between an audiovisual festival and an online summit.
Dedicated to men’s and women’s collections, it will be on air from 12 to 14 June with an agenda full of content called ‘films’. Each day is divided into three sessions of variable duration, within which video content conveyed by the various brands will follow.
One hundred brands involved, of which 34 included in the official calendar. Furthermore, within the Explore Section, reserved for 33 off-schedule brands, less conventional entertainment formats will be tested.
Also present in the platform are 34 retailers, 23 media and six international brand partners. Finally, information for the press and buyers will be available in the The Designer Profiles section.
The ‘film’ designation could contain any type of production, from the filming of a traditional fashion show to a video with a more cinematic flavor like the one made a few days ago by Chanel for the cruise 2021.
Every day, a dozen videos will be interspersed with some ‘discussions’, interviews, podcasts and even DJ sets. The presence of a ‘3D film’ curated by The Webster X Natasha Zinko is intriguing.
London, as usual, focuses on numerous emerging brands alongside already established brands such as Chalayan, Iceberg, Stephen Jones, Preen and Mulberry. Big names like Burberry, Christopher Kane, Vivienne Westwood and Victoria Beckham are absent. The parades of pupils from fashion schools are inevitable, first of all the famous Central Saint Martins.
Among the events, the celebrations of Farfetch, Toni & Guy, Jd.com stand out.
Certainly this first web experiment will stand out for its inclusiveness in the literal sense of the term since the approximately 60 events on the calendar will be accessible to everyone: specialized press, buyers, influencers and simple onlookers.