London Fashion Week kicks off this Friday without parades, for the first time, due to the Covid-19 pandemic, which led the organizers to hold the event in a virtual version, in which the Portuguese designer Marques'Almeida participates .
In addition to a 100% digital format, the fashion week will not focus only on men's or women's collections or clothing for spring / summer or autumn / winter, but encompass everything, something that the British Fashion Council (BFC) aims to keep in the future.
"This global platform will have no seasons and will be gender neutral, showing both male and female collections and a mix of new collection launches that will be in stores in the future, as well as collections that can be purchased now," he announced the president of BFC, Caroline Rush, at the presentation of the event.
As in previous editions, there is a calendar with events for each stylist, between this Friday and Sunday, but instead of parades or showrooms with an audience, the collections will be presented in videos, virtual galleries and even images in three dimensions.
The platform will have profiles of more than 100 designers with information for professionals in the sector and also for consumers, and make available content such as interviews, podcasts, debates, product presentations and tours in London.
The Marques'Almeida video event is entitled “reM’Ade” and will be broadcast live this Friday at 6pm.
The Marques'Almeida duo was created in 2011 and is formed by Marta Marques and Paulo Almeida, Portuguese designers who have studied and settled in the British capital, where they have regularly presented their collections.
In 2019, the fashion industry, which employs around 900,000 people, directly contributed £ 35 billion (€ 39 billion) to the UK's Gross Domestic Product (GDP), an increase of 9.4% compared to 2018.
According to the BFC, the Covid-19 pandemic has already greatly affected British fashion, with 73% of companies in the sector registering order cancellations.
Before the impact of the pandemic, the sector was already concerned with the possible negative repercussions of Brexit and was determined to make the industry more sustainable in environmental terms, betting, for example, on reuse and recycling.
According to Caroline Rush, London Fashion Week is also an “opportunity to be more open, more diverse, to also make your voice heard in subjects such as racism”, in reference to the wave of indignation triggered by the death of African-American George Floyd by a policeman in the USA.