Designers are skipping big runway shows this season, going for smaller, special events.
It’s all about making it an experience and connecting online. One of the standout features of this year’s event was the emphasis on sustainability and digital influence.
Brands like Wolf & Badger, known for their commitment to ethical and sustainable fashion, hosted events that brought together designers, digital creators, and industry leaders to discuss the future of fashion. The role of digital platforms in shaping consumer behavior was highlighted, with influencers and content creators playing a crucial role in promoting brands and trends.
Completedworks, a brand known for its innovative approach, showcased live-shopping performances that blended fashion with interactive experiences. This approach not only engaged audiences but also underscored the evolving nature of fashion consumption, where the line between retail and entertainment is increasingly blurred.
Burberry, under the creative direction of Daniel Lee, was one of the week’s biggest draws, with a highly anticipated show that promised to be a blockbuster event. The brand’s decision to present its collection in a more personalized manner, with invitations arriving in the form of monogrammed scarves, added to the excitement and exclusivity of the event.
Erdem and Roksanda were among other notable brands that showcased their collections, alongside emerging talent such as Talia Byre and Paolo Carzana. The British Fashion Council’s NEWGEN initiative continued to support rising designers, including Ancuta Sarca, Johanna Parv, and Karoline Vitto, who presented their designs on the final day of the event.
The week also saw a strong focus on sustainability, with brands exploring innovative approaches to reduce their environmental footprint. Upcycled materials and circular fashion models were prominent, reflecting a broader industry shift towards more responsible practices.
In addition to these physical presentations, London Fashion Week incorporated digital activations and immersive experiences. John Richmond hosted an immersive fashion experience at the Tate Modern, while other brands utilized pop-up shops and panel discussions to engage with audiences.
