London Fashion Week Schedule
Following the publication of the Milan schedule, London Fashion Week just released their complete schedule for the September shows. Unlike other cities, London is combining mens and womens weeks for Spring 2021 collections.
The events are set to take place from September 17th to the 22nd and, like every other fashion capital, will comprise of a combination of physical and digital designer presentations. The schedule was called, “provisional,” so there is still room for changes to be made before next month. With the current schedule, 21 designers are doing both digital and physical shows, while over 60 presentations will be digital. Additionally, there will be 5 physical only shows fromAmanda Wakeley, Roksanda, Sharon Wauchob, Simone Rocha, and University of Westminster Menswear.Those who chose to have physical shows must follow all health guidelines of course.
When compared to Milan’s calendar, London has a strikingly much higher number of digital-only presentations. Back in June, London was the first fashion week to go fully digital after the pandemic forced many to cancel in-person events. All of the fashion world’s questioned the success of these events, as they have never been seen before. As a pioneer for the “phygital” fashion shows, it makes sense why many designers chose digital only options.
Some of the biggest names in British fashion, however, are the designers doing combination presentations. These brands include Burberry, Erdem, and Victoria Beckham. There is no word on where and when those presentations will take place. Having the option to show digital, in London and elsewhere, is a huge opportunity for smaller brands to get noticed. The large amount of designers who chose to go this route is indicative that the pros outweigh the cons of physical fashion shows. Although this may be the new reality of fashion weeks, brands will continue to adjust to the ever changing fashion industry.