{"id":84345,"date":"2020-04-22T16:37:14","date_gmt":"2020-04-22T16:37:14","guid":{"rendered":"https:\/\/www.sleek-mag.com\/?p=84345"},"modified":"2021-05-19T15:36:16","modified_gmt":"2021-05-19T13:36:16","slug":"london-fashion-week-digital-coronavirus-gender-innovation","status":"publish","type":"post","link":"https:\/\/www.sleek-mag.com\/de\/article\/london-fashion-week-digital-coronavirus-gender-innovation\/","title":{"rendered":"The show must go on : LFW goes 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Courtesy of Molly Goddard. "}},{"acf_fc_layout":"text_area","text_area":"

In light of the British Fashion Council\u2019s announcement<\/a> on Tuesday that London’s Spring\/Summer 2021 menswear collections in June will be presented on a new digital platform, the British capital’s designers are now faced with the opportunity to redefine what the industry will look like post-pandemic. At present, little is known about how London Fashion Week will operate in its new form\u2014Vogue reports<\/a>\u00a0that it’s likely to consist of virtual showrooms and digital lookbooks, following in the footsteps of digital editions of Shanghai, Tokyo and Moscow Fashion Weeks in the two months since the pandemic began. But by going digital, arguably, this new edition of LFW\u2014the first major fashion week to do so\u2014 might prove to be one of fashion\u2019s greatest social equalisers, benefitting creativity, the environment, and beyond.\u00a0<\/span><\/p>\n

The online world has oft been praised for its democratising potential, and while the fashion industry\u2019s elitist reputation precedes itself, LFW\u2019s digital migration means that, theoretically, you could share the same front row view as Anna Wintour at any show you please. Not only that, but a digitised fashion week has the potential to reach an infinite number of punters\u2014<\/span>reportedly<\/span><\/a> viewing figures for Shanghai Fashion Week in early April, for example, reached a high of 2.5 million. Provided sufficient technical demands are accounted for, digital showcases may also offer a viable, environmentally-conscious alternative for editors and buyers. It will be considerably easier to offset the carbon footprint of the industry if intuitive digital experiences let key industry players do their jobs via screens from their homes.<\/span><\/p>\n

This redefinition of the \u2018front row\u2019 may also trigger a reassessment of the tiresome influencer marketing ploys that have become widespread in the industry\u2014it\u2019s the norm for famous faces to occupy front row seats, draped in the latest season’s wears. If we are ready to let go of this form of marketing, new and more innovative means may emerge by embracing technology such as virtual reality. One need look no further than Moscow Fashion Week, where virtual Russian influencer<\/span>\u00a0Aliona Pole<\/span><\/a> was named an ambassador and utilised her platform to showcase a digital capsule collection.\u00a0<\/span><\/p>\n"},{"acf_fc_layout":"instagram","code":"https:\/\/www.instagram.com\/p\/B_O7nGRj8Im\/","settings":{"width":"10"}},{"acf_fc_layout":"text_area","text_area":"

Already there have been some examples of digital clothing technologies that functionally exist\u2014LFW \u2018attendees\u2019 may be able try garments virtually via filters (Virgil Abloh has previously offered neon Off-White sunglasses from his SS19 womenswear show in the form of an<\/span> Instagram filter<\/span><\/a>). While this may feel like a groovy-yet-gimmicky feature, there\u2019s room for retailers to explore direct-to-consumer routes. Direct-to-consumer functionality was visible at Shanghai Fashion Week\u2014 a likely consequence of being hosted by the popular Chinese e-commerce platform Tmall\u2014with some shows integrated with purchasing functions harking back to the QVC-heydey of television shopping channels. For a LFW audience that expects boundless creativity, this may feel kitsch at best and crass at worst, but lest we forget that fashion weeks function as trade shows as much as they do artistic spectacles.<\/span><\/p>\n

The digital reinvention of the June edition of LFW will also be gender-agnostic, <\/span>platforming menswear, womenswear, and genderless labels.\u00a0<\/span>Whilst Burberry has shown co-ed collections in recent seasons, typically the London schedule has been separated into menswear and womenswear presentations (although it has increasingly championed androgynous and genderless styles and silhouettes). By bringing men’s, women’s and genderless lines together, tired gendered constructs are forgone as well as meaning less shows to create\u2014the positive environmental impact of which cannot be stressed enough. To compound matters, <\/span>Marc Jacobs <\/span>outlined <\/span><\/a>the exhausting nature of the traditional fashion week structure, which may, too, become a thing of the past\u2014\u201cWe\u2019ve done everything to such excess that there is no consumer for all of it, and everyone is exhausted by it. It\u2019s all become a chore.\u201d Although London\u2019s designers find themselves in a difficult \u2018adapt or die\u2019 situation right now, should they survive, they will have paved the way for the fashion landscape post-pandemic, whatever and whenever that may be.\u00a0<\/span><\/p>\n"}]},"yoast_head":"\nThe show must go on : LFW goes digital | Sleek Magazine<\/title>\n<meta name=\"description\" content=\"London Fashion Week - London\u2019s Spring\/Summer 2021 menswear collections in June will be presented on a new digital platform\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sleek-mag.com\/de\/article\/london-fashion-week-digital-coronavirus-gender-innovation\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The show must go on : LFW goes digital | Sleek Magazine\" \/>\n<meta property=\"og:description\" content=\"London Fashion Week - London\u2019s Spring\/Summer 2021 menswear collections in June will be presented on a new digital platform\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sleek-mag.com\/de\/article\/london-fashion-week-digital-coronavirus-gender-innovation\/\" \/>\n<meta property=\"og:site_name\" content=\"Sleek Magazine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/sleekmag\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-04-22T16:37:14+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-05-19T13:36:16+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@sleekmag\" \/>\n<meta name=\"twitter:site\" content=\"@sleekmag\" \/>\n<meta name=\"twitter:label1\" content=\"Verfasst von\" \/>\n\t<meta name=\"twitter:data1\" content=\"Luka Terihaj\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.sleek-mag.com\/#website\",\"url\":\"https:\/\/www.sleek-mag.com\/\",\"name\":\"Sleek Magazine\",\"description\":\"Sleek is Germany\u2019s leading independent media house\/brand for creativity and innovation located in Berlin the creative capital of the world. 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