London: the first fully digital fashion week in June
The London initiative represents the first digital platform experiment that encompasses the entire calendar of one of the main fashion capitals. A challenge launched in Milan, Paris and New York.
From 12 to 14 June, a digital platform will be created, dedicated to both professionals and end consumers. To date, the participating brands are not yet known, but the British Fashion Council expects to aggregate emerging brands with established brands. All brands will have maximum freedom as regards the presentation format with interviews, digital showrooms and buyers will normally be able to see and purchase the new collections. London fashion week hopes that despite the delicate moment, it will be a source of inspiration, innovation and change.
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