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The British Fashion Council is rebranding London Fashion Week. So, what does this mean?

The British Fashion Council is rebranding London Fashion Week. So, what does this mean?

Text: Meeran Mekkaoui


Image: Imaxtree

What is the future of runway shows? British Fashion Council announces a new format for London Fashion Week...

The world has been hit with the harsh reality of a coronavirus pandemic that has cause the cancellation of fashion shows for the foreseeable future. But what exactly does that mean for the industry? Will it come to an end or slow down? For now, questions still remain unanswered but we know that the British Fashion Council has been working to rebrand its seasonal showcases.

London Fashion Week, which was slated for another showcase in June, has obviously been cancelled due to the pandemic but how relevant will actual runway shows be in the future?

The British Fashion Council have announced a gender-neutral platform with the merge of women's and men's wear showcases. This new format will also shift to digital in time for June, so you can expect to see all brands and collections under the London Fashion Week umbrella take place from June 12.

Whilst the designers participating are yet to be confirmed, "they'll be able to share their stories, and for those that have them, their collections, with a wider global community", explained BFC's Chief Executive Officer Caroline Rush, according to WWD. "We hope that as well as personal perspectives on this difficult time, there will be inspiration in bucketloads. It is what British fashion is known for."

It is also stated that the online platform will feature "multimedia content from designers, creatives, artists and brand partners" in the form of interviews, podcasts, designer diaries and digital showrooms.

It is still uncertain if Milan, New York and Paris will follow and join in the June line-up. Stay tuned!

Now, discover how the fashion industry are coming together to combat the current pandemic.

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