As with New York Fashion week, live streaming and increased social media coverage will make indelible new marks on the London Fashion Week landscape. British Fashion Council has launched their new instagram channel while Anya Hindmarch, Christopher Kane, J.W Anderson, Molly Goddard and a slew of others have all enrolled in the scheme to ensure a wider reach for their shows. Further afield, British Fashion Council will also be streaming across 20 outdoor screens, from Glasgow to Leeds, allowing audiences across the United Kingdom to participate in the events. Unlike NYFW, virtual reality is yet to be introduced to the rostra, though it’s only a matter of time.
Burberry goes literary
Earlier in the year, Burberry announced that they will be merging their menswear and womenswear shows this LFW, and will be one of the first brands to initiate the ‘See Now, Buy Now’, but not content to rest there, the brand will also be launching a partnership with The New Craftsmen at Makers House. From 21st – 27th September, the space will be used to experiment and create works inspired by Burberry’s collections, and will include literary readings everyday at 1pm. Find out more here.
Heightened shopping experiences
Not exactly a new event, London Fashion Weekend at the Saatchi Gallery has long been a more consumer facing accompaniment to London Fashion Week proper. The weekend is experience led, with attendees able to learn about new trends via presentations from Thornton Bregazzi and Sibling , attend talks by experts including Sophia Webster and Patrick Grant and shop new collections. Regents Street Speaker Series will also merge shopping and speakers, with industry creatives including Amanda Wakeley, Henry Holland and Zandra Rhodes all giving free talks. In a unexpected alignment, Selfridges is celebrating the 400th anniversary of Shakespeare with a series of ‘Shakespeare refashioned events’. The store will pair brands with musicians and poets to create contemporary new content.
Fashion is often about show, but designer E.Tautz has taken this idea a step further with a new exhibition at his flagship store. Head over to Duke Street to discover work by fashion illustrator Ferry Gouw who has been commissioned to celebrate the launch of Tautz’s AW16 collection. Adding a regal element, ‘Fashioning a Reign’ at Buckingham Palace will celebrate the Queen’s 90th birthday with three exhibitions showcasing royal dress throughout the ages. Elsewhere, LFW Merge ZA will be showcasing South Africa’s leading designers at Tank Magazine’s showroom space and Julien Macdonald has paired with the Mayfair Hotel to create new artwork especially for LFW.
This array of events is testament to the new era of fashion consumption, where the consumer is fast gaining ground on the editor for the most influential position in the fashion hierarchy. Whether the general public will enjoy their new role as tastemakers as much as the industry wants them too though, remains to be seen.
Explore more about London Fashion Week.