Photo: Coveteur
As the coronavirus pandemic continues to cause uncertainty, it is hard to forecast its departure. No one, not even the World Health Organization (WHO) can aptly tell exactly when this will be over and it’s not just destabilizing but a major concern for all the upcoming events scheduled for this summer. The British Fashion Council is poised to face the situation and has announced it’s new plans on hosting the upcoming men’s and women’s London Fashion Week programs, which usually takes place in June and September.
For the first time, men’s and women’s collections will merge under one platform and it will be a digital-only, according to a statement released by the BFC.
“It is essential to look at the future and the opportunity to change, collaborate and innovate,” Caroline Rush, BFC chief executive said. “Many of our businesses have always embraced London Fashion Week as a platform for not just fashion but for its influence on society, identity, and culture. The current pandemic is leading us all to reflect more poignantly on the society we live in and how we want to live our lives and build businesses when we get through this.”
As the program is taking place in June, Rush maintained the need to adopt digital opportunities so as to meet our needs of today.
“The other side of this crisis, we hope will be about sustainability, creativity, and product that you value, respect, cherish,” Rush explained. “By creating a cultural fashion week platform, we are adapting digital innovation to best fit our needs today and something to build on as a global showcase for the future. Designers will be able to share their stories, and for those that have them, their collections, with a wider global community; we hope that as well as personal perspectives on this difficult time, there will be an inspiration in bucketloads. It is what British fashion is known for.”
As per BFC, the gender-neutral event will not only give designers the opportunity to generate sales but an opportunity for womenswear designers to take part in whatever capacity they wish.
