The fashion industry and the world as a whole have had to adapt to the ongoing COVID-19 pandemic. Although brands have struggled to stay afloat during the subsequent global economic crisis caused by the novel coronavirus, it has brought opportunities for collaborations and new presences to come into the online space.
This past weekend from June 12, to June 14, London Fashion Week (LFW) became a digital platform, creating a fashion show available globally for everybody to enjoy. Similar to a Netflix-style page, LFW’s website streamed events, published interviews, and presented virtual showrooms whilst also showing unique content by brands, media partners, students, cultural institutions, and more.
Though it was visually and creatively stimulating, it admittedly lacked anticipation and excitement from the audience that fashion shows have. The British Fashion Council acknowledged and predicted this would happen, hence the hashtag #LFWreset was shared. London became the first of the four fashion capitals to run a virtual runway show, setting the tone for the rest of the cities to follow suit. But most importantly, it showcased a potential concept where the future of fashion weeks could go with or without a live audience.
Since the outbreak, both Shanghai and Moscow have held virtual fashion weeks. It was said Shanghai’s virtual Fashion Week garnered 11 million viewers and sold $2.75 million dollars worth of product directly to the consumers back in late March. With LFW’s unique move and #reset of traditional fashion show structures, one can only wonder what Paris’ and Milan’s fashion week will be like, approaching on July 6 and July 14, respectively.
So then, who’s watching these digital shows?
If trends follow that fashion shows are now open to the public: customers, press, and buyers – it will attract non-traditional viewers and bring in a whole new community into the fashion world. Not only will this bring new perspectives and potential clients, but allow designers to explore new creative projects through different digital mediums to express their brand.
These changes aren’t just reflective of our needs today but give a glimpse into the future of how fashion will continue to be revamped and innovated in our ever-changing world.
