By Hanna Rantala and Marie-Louise Gumuchian
LONDON, Feb 19 (Reuters) – A fully digital London Fashion Week kicked off on Friday, as designers hoped to attract trend followers from the comfort of their homes with their latest creations.
With Britain under national restrictions, video streaming has replaced the usual parades.
Almost 100 women’s and men’s brands will share their collections in the coming days, having to adapt the way they present their clothes in the midst of the COVID-19 pandemic.
“Fashion Week (offers) this inspirational, uplifting flash that connects with creativity and really reflects on the impact fashion has on society and culture. And we need it,” said Caroline Rush, executive director of the British Fashion Council, to Reuters.
Turkish designer Bora Aksu said she was inspired by 19th-century French mathematician Sophie Germain, who said she felt her own isolation when she was discriminated against because of her gender, but still managed.
Models walked through an empty Tate museum in tailored suits, cashmere coats and layered lace dresses.
Aksu layered voluminous tulle into shirts and skirts and added lace to coats, using a color palette of pink, black, navy, teal, red, and yellow.
“I’ve been trying to find something that (could) bring hope right now,” said the designer.
Due to the pandemic that closed stores, studios and factories, in addition to slowing down travel, the fashion sector has been hit hard in the past year. Brexit also affected business.
In early February, some 450 figures from the British fashion industry signed an open letter to the government warning that the sector, which contributes 35 billion pounds ($ 49 billion) to the economy, was “at risk of being decimated. over the Brexit trade deal “due to new travel arrangements and paperwork.
While London may not have as many major big brands as the fashion capitals New York, Milan and Paris, it is known as a hub of creativity and young talent.
Among the brands showcasing their designs this fashion week are Burberry, Molly Goddard and Mark Fast.
($ 1 = 0.7143 pounds) (Reported by Hanna Rantala and Marie-Louise Gumuchian; written by Marie-Louise Gumuchian; edited in Spanish by Lucila Sigal)