Top image: backstage at Craig Green SS20

The British Fashion Council (BFC) have just announced details of next year’s London Fashion Week. In addition to key dates (Friday 19th to Tuesday 23rd February), menswear designers, who would usually show in January, are instead being encouraged to participate in the February event.

The decision follows extensive discussions between the BFC and the British Government regarding London’s fashion calendar, with severe disruption expected due to Covid-induced restrictions and uncertainty regarding Britain’s position within the European Union. Not only are the majority of physical events expected to be put on hold due to social distancing measures, but with doubts surrounding the movement of goods, samples and people in the single market and customs union post-Brexit, round-table discussions held between the BFC and designers have concluded this to be the most sensible course of action.

In lieu of physical shows, the BFC have expressed their commitment towards supporting designers by using the revised London Fashion Week schedule as a platform to drive reach to the designers’ online showrooms and physical sales contacts. This will see a continuation of the BFC’s LFW digital platform launched earlier this year, providing year-round opportunity for designers to compensate for the reduction in show schedules with an online resource for retailers, media and consumers to view and buy collections.

In spite of the changes, BFC’s Chief Executive Caroline Rush is determined to see the positives, suggesting the new format could be seen as a realisation of the fashion industry’s key aims. “As the fashion industry moves towards a more sustainable and responsible future in line with the newly formed Institute of Positive Fashion, our aim is to continue to redefine our fashion week model, embracing digital and technological innovation while offering ideas and solutions that will work for all designer businesses.

“Moving LFWM into LFW in February will continue to de-gender LFW, allow designers greater flexibility to consider what collection they show when and minimise travel requirements, taking us one step closer to a more sustainable future.”

With LFW January 2022 to be reviewed next year, stay tuned for further details.