London Fashion Week takes up the streaming option
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London Fashion Week takes up the streaming option

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The COVID-19 pandemic has affected all activities throughout society, fashion industry included, but on the other side many people are trying to use this required lockdown as the perfect occasion to carefully reflect on future opportunities and the positive changes that could result from this crisis. For example, even Fashion Styling and Fashion Design students attending MKS Milano Fashion School have discussed this situation during online lessons with their teachers, speculating about what will change in the future. In particular, recently challenged topics have once again caught the fashion world’s attention, such as the amount of yearly and physical shows for each one of the fashion weeks.

After compelling Paris and Milan to make substantial adjustments to their fashion calendar, the current health emergency has led London Fashion Week (LFW) organizers to take an unprecedented decision in the event’s 40-year history. To address the obligatory implementation of social distancing measures, the British Fashion Council (BFC) announced that this LFW edition, set to take place in June 2020, will be live-streamed, making interviews, podcasts and digital showrooms available on the website, thus following the steps of fashion weeks in Shanghai and Moscow. This new version of the event has been described as gender neutral – merging menswear, womenswear and genderless shows – and will be open to the public, including not only professionals and experts, but also mere consumers.

It was precisely the BFC that told the Guardian about its concern for the future of this industry, always relying on freelance workers and suddenly in danger of losing half of its workforce by the end of 2020.

“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,” said Caroline Rush, chief executive of the BFC.

It is true that the pandemic consequences will be keenly felt for much longer than we think and hope, but this might be one of the best solutions to allow the continuation of the fashion industry’s activities.

Vanity Fair The IndependentThe Guardian



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