Monday, June 27, 2022

London Fashion Week Generates Enthusiasm Online

London Fashion Week is one of the biggest fashion trade shows that showcases over 250 designers every year. It takes place in London twice, in February and September. 

Covid-19 has affected the majority of industries in the world and fashion is one of them. During global COVID-19-related lockdowns, staging runway shows might seem impossible, but instead of giving up hope, the fashion industry is envisioning new ways to communicate in a time of crisis. 

People now prefer to buy online and they are spending consciously. This pandemic is both, health as well as an economic crisis. This can impact on the major retailers and brand’s businesses. Fashion weeks, on the other hand, are setting a new milestone. It is interesting to see how designers come across while they are still in their homes. Everything has now moved online. That includes the fashion industry as well.

According to the chief executive of the British Fashion Council Cue Caroline Rush, there is still an opportunity in this uncertain time. Even if the designers are not having many designs to show, they can still leverage the fashion industry. A part of the motive of this “online” fashion week is to keep the enthusiasm going among them. The council wants to make this period a memorable one for the designers.

The London Fashion Week will show a glimpse of menswear in the online fashion week. It will be showcased on the digital platform in June. It is described as a weeklet rather than a fashion week since the designs are being displayed through the online fashion portal.

Who can stop the creative flow of the designers? Not even the pandemic! The designers are dedicated to their craft wholeheartedly. Some of the renowned designers are making it to the Spring 2021 Menswear collections. They are busy in creating outstanding designs for the collection even while being stuck in the lockdown.

While other designers are creating collections as an amalgamation of human and ecological views, this can be seen as an overview of what it will look like to have a fashionable life after the pandemic. 

The most interesting part of this fashion week is its website. The British Fashion Council has built a website to broadcast the latest designs online. It means you can have a look at the digital version of the fashion week. It is almost impossible to participate in social gatherings due to the pandemic and it has equally affected fashion week.

This website is also termed as “Fashion Netflix” which is quite interesting on its own. London is unique because it is the only fashion capital to run an online fashion week during this pandemic. That means there will be no fancy catwalks and show-stopping collections. There will be a series of films, podcasts, discussions, and debates. Yes, it is going to happen for the first time in the history of fashion week.

Rather than clothes, the designers will present their content through rhetoric,  images, and visuals. 

Some of the exclusives of the fashion week will be a live discussion with Bianca Saunders who is a co-producer to Josh Woods. 

Robyn Lynch will present a film on a collaborative capsule featuring Nicholas Daley’s last season collection and the making of Stephen Jones’s spring 2021 woman hat collection.

Priya Ahluwalia, a famous designer for men’s clothing has found an amazing concept for her new book. 

“I want other people to look at it and love it because they love it,” 

Designer Priya Ahluwalia has returned with her second book, as part of the virtual London Fashion Week. Named Jalebi, the new book is a work of photography by Laurence Ellis which looks at various themes throughout Ahluwalia’s work and what it means to be a young mixed heritage person living in modern Britain.

A key focus for the book is Southall, which was Britain’s first Punjabi community and somewhere that Ahluwalia regularly visited growing up. The various images showcase the everyday lives of people who live in the area.

Throughout the book, old family photographs feature alongside extracts from a conversation between Ahluwalia and her grandmother about the family’s experience between India and Britain.

The book itself is available alongside a series of prints from the Ahluwalia web store. Additionally, the London-based designer has partnered with Chameleon Visual to create a 3D and VR exhibition. All profits from Jalebi and the print sales will be donated to the Stephen Lawrence Charitable Trust and Southall Black Sisters.

Natasha Zinko has teamed up with The Webster to showcase her collection in the 3D rendered form.

“I want people to just chill,” said Natasha Zinko after her Spring 2020 show. 

She had a larger point to her collection, though, about sustainability. Much of her creations were leftovers from past seasons or upcycled from thrift stores. She used vintage bandanas to make knotted tops, trousers, and suiting and built pockets into everything so that one could carry a reusable water bottle or a packed salad wherever one goes. The effort is valiant, especially considering Extinction Rebellion’s protests and demonstrations throughout London Fashion Week this season.

Pre-Fall:  Natasha Zinko x Duo

[ image of Natasha Zinko Spring 2021]

photo: Isidore Montag /

“It’s all about vision. I see things from different perspectives, and each person understands what they see in a different way,” 

Natasha Zinko explained after the last of her riotously clad models exited the catwalk.

There’s also a separate section on the website where a gallery of more than 100 London designers can be seen through their new online profiles. It will help to attract new customers as well as eliminate any chance of reduced sales due to this pandemic.

As Rush observed: “For the designers to be able to reach consumer audiences as well as trade audiences is very important. The amount of product that remains in warehouses, workshops, and on the shop floors of stores that have been closed is a very significant issue that the industry is going to have to face.”

However, the debate is not just limited to fashion alone. British Vogue’s editor-in-chief Edward Enniful along with Mayor of London Sadiq Khan will discuss racism. Both of them will also try to find out ways to heal from Covid-19 and other social issues. Overall, this online version of the designer’s content is a unique experiment on its own. It’s exciting to see what a fashion designer has to show the world without their clothing.