New reality: London Fashion Week is going to be online and gender-neutral

It seems that fashion will never be the same again. This June, London Fashion Week, that was supposed to be men’s week, will be different. Yesterday it was reported that the upcoming spring 2021 shows will be gender-neutral and held online. British Fashion Council decided to combine men's and women's shows and announced the dates of the event - June 12, 13, and 14. 

BFC’s chief executive Caroline Rush commented on the creation of a new platform on the official website of the British Fashion Council:

“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 inspiration in bucketloads. It is what British fashion is known for.” 

According to official information on the British Fashion Council website, partners for the London Fashion Week will be “digital pioneering brands, including Amazon Launchpad, Facebook, Google, *******, JOOR, ORDRE/ORB360, and YouTube, who will all be activating content in unique ways, helping British designer businesses reach new public and trade audiences.”

Even though the virtual format deprives us of the usual attributes of fashion weeks, such as the opportunity to admire street style stars and influencers, there is no reason to sound downhearted. The main thing is that the fashion weeks will still take place despite the coronavirus outbreak.