Joan Smalls Burberry
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London Fashion Week has unveiled the schedule for its first ever digital showcase, which will see designers across menswear and womenswear come together virtually for the first time. The event – which will take place this weekend – features some big names, including Rixo, Roksanda, Mulberry, Preen by Thornton Bregazzi and Stephen Jones, who will all be contributing to the platform in some way.

The LFW showcase, launching on Friday 12 June, will be available globally to everyone, including the general public and the trade audience, making it the most accessible London Fashion Week we have ever seen.

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John Lewis & Partners and BFC have teamed up to celebrate fashion and the power of self expression by asking the nation to dress-up in an outfit that brings them joy, and share videos of themselves creating their very own catwalk moment in their home to raise money for charity. Highlights will be made into a film that will be showcased on the LFW digital schedule on Sunday 14th June – this will be the first time a fashion show created with content generated by the public has been part of LFW. Anyone can enter by posting a video using the Hashtag: #LFWCatwalkChallenge and tagging @johnlewisandpartners on either their Instagram grid or stories. For every video entry on the hashtag #LFWCatwalkChallenge the brand will donate £5* to the BFC Foundation Fashion Fund for the Covid Crisis.

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A huge array of multimedia material will be hosted on the platform, this includes; podcasts, interviews, designer diaries, webinars and digital showrooms, which will give those in the fashion community the opportunity to tell their stories and share their experiences, particularly about the challenging time that many have faced over the past few months, and to discuss other important issues facing the industry.

Over 100 designers are taking part in the project, 34 of which are part of the official LFW schedule, while a number of others will feature on the ‘Explore’ section, where content will tell the story of individual brands and businesses. The schedule will feature a number of specifically timed moments, those of which can be viewed live, but will also be saved and available to watch at any point.

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The schedule will see Mulberry host an exclusive live performance in celebration of a LFW artist (who is yet to be announced), meanwhile Preen will present “a pause in time” in the form of a seasonless campaign, Rixo will share a behind-the-scenes video of the shoot for its resort 2021 lookbook, while there will also be designer diaries from the likes of Daniel Fletcher, Bethany Williams and Roksanda – and there will be profiles on at least 100 LFW designers shared, while retailers (including Farfetch and Galeries Lafayette Champs-Elysées) will celebrate British designers, including Grace Wales Bonner, Martine Rose, Simone Rocha and Rejina Pyo.

To find out more information about the first digital London Fashion Week, visit the BFC website here or sign up to receive updates from LFW here.

This article originally appeared on Harper’s BAZAAR UK.

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