The Show Must Go On: London Fashion Week Goes Digital In Style

The events industry has been one of the hardest hit by the global pandemic, but the show struts on for the British Fashion Council with the first ever digital-only London Fashion Week.

Facing the disaster of Covid-19,The British Fashion Council saw the opportunity to digitalise their content and events, starting by merging London Fashion Week’s menswear and womenswear showcases into one innovative digital and gender-neutral platform, working with agency Red Apple Digital.

Caroline Rush from the British Fashion Council spoke about the decision to go digital instead of cancelling the events: “London Fashion Week is a social, cultural and business platform that allows British designers to tell their stories, this is important, now more than ever, hence why we decided to pivot quickly to a digital only experience. Red Apple Digital have helped us to bring the vision of the new digital home of London Fashion Week to life. Their collaborative approach, incorporating different technologies has enabled us to create an agile site that will build and develop over time and provide new opportunities for partners.”

The hub had to cater for various audiences; from designers and buyers, to the everyday fashion-lover.

“The vision of the project was to create a destination for visitors to digitally experience London Fashion Week from wherever they are in the world. With the project being so time constrained, we needed to work with the BFC to choose and then quickly integrate a multitude of different platforms into the hub, so that designers could create and publish their content in whichever format suited them best” said Kayvan Moghaddassi, director of Red Apple Digital.

In under two months, a London Fashion Week digital platform was designed, built and live. The bespoke interactive hub gives space for designers to showcase a variety of content such as videos, podcasts, interviews and virtual showrooms with custom-built integrations with YouTube, Instagram, Spotify and JOOR’s virtual showroom.

Kayvan from Red Apple Digital added: “Seeing the platform we’ve created for the BFC come to life as designers innovate and showcase their collections and inspirations through a host of different digital formats and channels has been truly inspiring. Much like the creative industries, the fashion world has had to adapt, and quickly, to the new challenges and landscape in front of us. I think this will mark the shift of companies realising what’s possible in the digital space.”

Explore London Fashion Week from 12th - 14th June at www.londonfashionweek.co.uk.