LONDON (Reuters) – London Fashion Week kicked off completely digitally on Friday, with designers hoping to attract fans of trends from the comfort of their homes with their latest creations.
With Britain under national lock, streaming videos have replaced the usual busy shows.
Nearly 100 brands of women’s clothing and menswear will be sharing their collections over the past few days, and will have to change the way they display their clothing amid COVID-19 pandemics.
“It’s very sad … for everyone right now but especially in the fashion industry,” Caroline Rush, chief executive of the British Fashion Council, told Reuters.
“Fashion Week (offers) this vision of inspiration, building, connecting with creativity and really thinking about the impact of fashion on society and culture. And we need it. ”
Turkish designer Bora Aksu said she was inspired by 19th-century French mathematician Sophie Germain, who said she felt her own loneliness when she was discriminated against because of her gender but thriving.
Models walked down the empty Tate Britain museum in unique outfits, boxed cashmere coats and lace-up dresses.
Aksu voluminous tulle shirts and skirts and put lace caps on coats, using a color palette of pink, black, navy, teal, red and yellow.
“I was trying to find something that would give hope at this time,” he said.
With pandemic, studio and factory closure stores as well as reduced travel, the fashion sector has been hit hard in the past year.
In Britain, street giants Debenhams and Arcadia crashed alongside online fashion retailers Boohoo and ASOS last month, setting their sights on their logos.
Brexit has also affected industry.
Earlier this month, some 450 figures of the British fashion industry signed an open letter to the government warning the region, which is contributing 35 billion pounds ($ 49 billion) to the economy, “in risk going down with Brexit trade deal ”as a result of new travel rules and paper.
While London may not have as many big names as the fashion capitals of New York, Milan and Paris, it has long been recognized as a major center of creativity and young talent.
Featured brands this week include Burberry, Molly Goddard and Mark Fast.
Last week Victoria Beckham shared a lookbook for her “optimistic but realistic” line, showcasing military-inspired coats as well as a colored or printed sweater and georgette dresses. ($ 1 = 0.7143 pounds)
Reporting by Hanna Rantala and Marie-Louise Gumuchian; Written by Marie-Louise Gumuchian; Edited by Alex Richardson