There’s no doubt that the COVID-19 pandemic has deeply impacted the fashion industry. Sales and business—down to the bottom of the supply chain—are all affected, but on the bright side, it has also sparked a (much-needed) awakening. Brands are all reassessing their business models and strategies, and due to the lockdown, more and more designers had to adapt to the ‘new normal’ by exploring different formats to present their collections.
The first digital London Fashion Week was held last weekend, and it’s kick-starting a series of digital fashion weeks (namely Milan, Paris, and Haute Couture) in the following month. All you need to do is head to its host site and browse and explore away. According to the British Fashion Council (BFC), the LFW platforms—including its website, Instagram, Facebook, and Linkedin—has garnered over 3.5 million impressions over the event dates.
Below, some of the best virtual films that were presented during London Fashion Week:
Stephen Jones Millinery
View this post on Instagram
No (real) models? No problem. This season, Stephen Jones Millinery went virtual all the way by tapping digital influencer Noonoouri to star in his short film dubbed Analogue Fairydust—a preview of what to expect from his Spring/Summer 2021 collection. Viewers can immerse themselves in the milliner’s fantastical world, from a sneak peek of the sketches down to the materials and embellishment used in the collection.
Watch it below:
Preen by Thornton Bregazzi
View this post on Instagram
Preen by Thornton Bregazzi’s shows during London Fashion Week have always been a grand affair, but this season, the brand chose to present “a pause in time, a reset, a seasonless campaign“. In the short film, the model can be seen running through an open field and basking in the sun, dressed in midi dresses that feature its signature ruffle and floral details.
Watch the full video here or the short snippets from Instagram below:
View this post on Instagram
View this post on Instagram
| SHARE THE STORY | |
| Explore More |
