London Fashion Week in AW21 Digital Flux.
As we approach London Fashion Week once again this February, we’re seeing a year of flux translated into digital presentations, streamed films and an industry opening up to live, public streaming on a mass scale for the first time.
Back In my agency days, 40+ shows a season was considered ‘Normal’ I admittedly thrived off Fashion Week’s energy. I was shooting street style as a trend forecaster, speaking with designers about their collection and meeting industry peers and next-generation industry entrants in the form of students and interns. Fashion Week has always been go-go-go. Fuelled on my Spaghetti Bolognese diet at 7 am, followed by coffee, coffee, coffee and polished off with a cheeky cocktail and a Wagamamas at the end of 5 days of running around London. Feet throbbing, phone charging for the millionth time and countless ‘Babes!’ later, as is the case when in the six months since you last saw people, they’ve forgotten your name, but not your face or Instagram handle, #LondonFashionWeek.
Whilst I’m saddened that we’re not going to be uniting as an industry this season, fully respecting and supporting the decision to go digital, led by The British Fashion Council. I was somewhat disappointed that some brands and designers are going ahead with real-life events, hosting small scale, unnecessary shows considering the current climate when the…
