One of the sectors most affected by the pandemic we are experiencing and facing is certainly the fashion industry. Although there is talk of reopening (some companies have started again, see Gucci‘s prototype department), for now most of the supply and distribution chains are still standing still. 

Fashion weeks all over the world have been skipped or repositioned on a calendar yet to be defined. But, to go on living, they need to be rethought in every aspect.

Tokyo and Shanghai, have already started this necessary process of mutation, transforming their fashion weeks into digital platforms, everything has moved on a virtual plane (fashion shows, showrooms, etc.).

A couple of days ago, the British Fashion Council of London announced that, starting from June 12 and for the whole period of the London Fashion Week 2020, all the events will be transferred to a digital platform open to everyone, insiders and enthusiasts, moving towards a democratization of an event that has always been based on exclusivity.
A net change of direction, reflecting a new and indispensable approach, based on inclusiveness and real sharing.

It is essential to look at the future and the opportunity to change, collaborate and innovate. The current pandemic is leading us all to reflect more poignantly on the society we live in and how we want to live our lives and build businesses when we get through this. By creating a cultural fashion week platform, we are adapting digital innovation to best fit our needs today and something to build on as a global showcase for the future. Designers will be able to share their stories, and for those that have them, their collections, with a wider global community.

These are the words of Caroline Rush, CEO of the British Fashion Council.

The story, the narrative and the content will be at the centre of this new communication and exhibition structure of the sector.
Interviews, podcasts, digital showrooms and videoconferences will give designers the opportunity to speak directly, and at the same time, to the public and retailers in what seems to be a new beginning also for the fashion world.