London Fashion Week to be “digital-first” again despite lockdown restrictions easing

London Fashion Week will be a “digital-first” event for the second year running despite the easing of lockdown restrictions.

The British Fashion Council announced today that while London Fashion Week 2021 will include a number of “covid-secure physical activations”, the majority of collection launches and key events will take place digitally.

The event will take place between June 12 and June 14, just a week before lockdown restrictions are set to be scrapped across the UK.

It is understood that the September edition, set to take place between from 17-21, will also take a digital-first approach but will introduce live shows.

READ MORE: London Fashion Week: How IBM is supporting the British Fashion Council and the ‘Next-Generation’ of Retail

Both men’s and women’s collections will be presented during the event, featuring new launches and digital events from Ahluwalia, av vattev, Bethany Williams, Dilara Findikoglu Ltd, JordanLuca, Liam Hodges, Lyph, Marques ‘ Almeida, Nicholas Daley, Olubiyi Thomas, Per Götesson, Preen by Thornton Bregazzi, Pronounce, Qasimi, Robyn Lynch, Staxx, Teija, University of Westminster, DiscoveryLAB in collaboration with Toni&Guy featuring Abigail Ajobi, Auroboros, Azura Lovisa, Béhen, Chloe Baines, Djokic, Maxime, Mayyaagayeva, Noirgaze, Paolo Carzana, and Shek Leung.

In February, boutique luxury fashion store Machine-A launched virtual reality store to promote London Fashion Week and allow visitors to experience collections while maintaining social distancing.

The experimental initiative allows users to scan QR codes on posters and billboards, which will be posted across London, and view the collections in an AR store environment.

LFW attendees, unable to view any collections in person, can explore a digital rendering of Machina-A’s sales floor complete with the autumn/winter 2021 collections from the fashion world’s leading designers.

The virtual store will also feature unfinished pieces and personal messages from each designer explaining their inspiration behind each product.

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