London Fashion Week kicks off on Friday in a fully digital format in a country in full lockdown from the coronavirus pandemic, with some big names on the show like Burberry but no Victoria Beckham.
Despite the absence of stars, “influencers” and fashion journalists in this event that will conclude on Tuesday, some designers have decided to hold a show.
This is the case of the Turkish installed in London Bora Aksu, the British Molly Goddard or the Irish Simone Rocha, whose parades will be broadcast on the organization’s website.
Most of the 94 participating stylists have opted for videos to enhance their collections that can be masculine, feminine or mixed, since this Fashion Week is not dedicated to women’s fashion but has opted for the “gender fluid” ).
Italian Riccardo Tisci, creative director of British brand Burberry, known for its iconic trench coat, will present the men’s fall / winter 2021 collection on Monday.
Although the format of this presentation has not been specified, in September Burberry innovated in the presentation of its spring / summer 2021 collection. On that occasion it organized a parade in the middle of the forest broadcast by Twitch, a streaming platform that has popularized broadcasting. of videos that offer the possibility of commenting live. More than 40,000 people watched the event.
– Impact of Brexit –
Ex-Spice Girl turned fashion designer Victoria Beckham chose to present her creations a few days before London Fashion Week. This collection, which mixes the seasons, aims to be “optimistic but realistic,” explained Victoria Beckham, who is going through confinement in Florida, since her husband, soccer player David Beckham, is one of the co-owners of Inter Miami.
Despite the pandemic, “people want to dress,” says Victoria Beckham, “but there is a need for comfort” and a “feeling of protection”, which is reflected in some garments with military details.
There is also a cheerful and delicate side, with dresses in point, color and floral motifs or red fish.
A lightness that contrasts with the gloomy context for British fashion, which has suffered the consequences of the covid-19 pandemic, especially lethal in the United Kingdom, with more than 118,000 deaths, and which has led to a second lockdown since the beginning of January .
The British fashion sector, which employs more than 890,000 people and generated around 35,000 million pounds (39,000 million euros, 48,000 million dollars) in 2019, is also suffering the effects of Brexit and the end of free movement between the European Union and the United Kingdom, which affects this very international industry.
In early February, hundreds of fashion personalities, including models Twiggy and Yasmin Le Bon, signed an open letter published by the Fashion roundtable body alerting the government to the risk of the sector being “decimated” by Brexit.
To increase the visibility of young talents, the British Fashion Council (BFC), which represents this industry, reached an agreement with the social network TikTok. The BFC also partnered with Clearpay, a group specializing in “Buy now pay later” that proposes solutions to pay in installments online.
This agreement is intended to “continue to develop London Fashion Week, opening it up to a wider range of consumers and adapting it to the needs of creators,” explained Caroline Rush, BFC CEO in a statement.
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