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World London Fashion Week goes virtual as Covid bites

04:47  19 february  2021
04:47  19 february  2021 Source:   afp.com

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London Fashion Week begins on Friday on a virtual format due to a coronavirus lockdown with mainstays like Victoria Beckham shunning the event but others like Burberry embracing the online avatar. Despite the absence of global celebrities and fashionistas, designers such as Turkey's Bora Aksu, Britain's Molly Goddard and Ireland's Simone Rocha will stream their collections on the London Fashion Week website.

COVID -19. Criticisms of fashion weeks have been mounting over the last few seasons, owing to their cost, carbon footprint, and the sheer size of production; They've been charged with promoting detrimental environmental practices and ineffective business models for fashion brands.

London Fashion Week begins on Friday on a virtual format due to a coronavirus lockdown with mainstays like Victoria Beckham shunning the event but others like Burberry embracing the online avatar.

a group of people walking down a street: British brand Burberry -- pictured here showing a 2019 show -- will present its menswear Autumn/Winter collection for 2021 © Tolga Akmen British brand Burberry -- pictured here showing a 2019 show -- will present its menswear Autumn/Winter collection for 2021

Despite the absence of global celebrities and fashionistas, designers such as Turkey's Bora Aksu, Britain's Molly Goddard and Ireland's Simone Rocha will stream their collections on the London Fashion Week website.

Most of the 94 designers participating in the show, which concludes on Tuesday, will broadcast video highlights of their collections showcasing menswear, womenswear or mixed fashions in an event that is now gender-neutral.

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Instead of physical shows, London Fashion Week will be entirely digital, with content rolling out on londonfashionweek.co.uk. Caroline Rush, the chief executive of the British Fashion Council, said in a release, “by creating a cultural fashion week platform, we are adapting digital innovation to best fit our If fashion was once considered an exclusive industry, the quickness with which it has adapted to low-key, digital communication, like kitchen table livestreams and fan-submitted Q&As, has proven it to be highly adaptive and inclusive. The LFW digital platform will also contain virtual showrooms, as per

Image: Some Fashion Week attendees matched their face masks to their outfits. Designer face masks were the quirky "must-have" accessory at London Fashion Week - as the boss of COVID -19: Some restrictions could go by March and vaccine should be offered to every adult by September.

On Monday, the British brand Burberry -- known for its tailored trenchcoats -- will present its menswear Autumn/Winter collection for 2021, designed by Italian creative director Riccardo Tisci.

In September, the brand presented its Spring/Summer 2021 collection in a film set in the middle of a forest and broadcast live on Twitch.

The streaming platform has grown in popularity, broadcasting live video gameplay and offering the possibility of live commentary.

More than 40,000 people watched the innovative show, which could be viewed from different perspectives.

- Impact of Brexit -

Former Spice Girl and designer Victoria Beckham will present her creations a few days before London Fashion Week.

Her collection, which mixes the seasons, aims to be "optimistic but realistic", she explained.

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Both London Fashion Week in June and Premier Berlin in July will utilize Joor’s virtual showroom technology and its new Passport feature, which was also launched today. With pandemic protocols restricting the possibility of in-person fashion and trade shows, companies are turning to virtual tools to re-create the experience. Sleepless nights. Double shifts. COVID -19 is forcing high school students to help support families.

JOHANNESBURG, June 15 (Reuters) - U.S.-based Congolese fashion designer Anifa Mvuemba was excited about debuting her fashion line, Hanifa, at this year's New York Fashion Week . But when her show was cancelled due to the COVID -19 pandemic, Mvuemba got creative. But the virtual show required more work, including transforming each garment into a 3D image and using the body of an avatar to tailor the item with precise measurements. "We had to make sure that it matched the realistic garment. We had a really hard time making sure that a dress flowed naturally like how it would if a

Beckham has been living under coronavirus lockdown in Florida, where her husband, former England football captain David Beckham, is now one of the co-owners of the American professional soccer club Inter Miami.

During the pandemic, the former pop star said "people still want to dress up" but with "a need for comfort".

Her designs include military details that evoke a "sense of protection -- a toughness", she added.

Her collection also exhibits a lighter, more delicate side with dresses made from Jersey fabric or with prints of flowers and goldfish.

The more joyful designs are in stark contrast to the grim outlook for the fashion industry in Britain, seriously impacted by the pandemic.

The UK suffered more than 118,000 Covid-19 deaths and has been under national lockdown measures since January.

The fashion sector, which employs more than 890,000 people and contributed £35 billion ($48 million, 39 billion euros) to UK GDP in 2019, has also been hit by Brexit and the end of free movement between the EU and the island nation.

In early February, hundreds of fashion figures, -- including top former models like Twiggy and Yasmin Le Bon -- signed an open letter, coordinated by the industry forum Fashion Roundtable, warning the sector risked being decimated because of Brexit.

To increase the visibility of young talent in the pandemic, the British Fashion Council, which represents the industry, has partnered with the social media giant TikTok.

The umbrella organisation has also joined forces with Clearpay, a group allowing customers to "buy now pay later" to boost sales.

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Emporio Armani nods to 1980s in fall line at Milan Fashion Week .
Emporio Armani nods to 1980s in fall line at Milan Fashion WeekThe veteran designer, affectionately called "King Giorgio" in his native Italy, presented plenty of hot pink and purple creations, high-waisted trousers and chunky jewellery in the autumn/winter 2021-2022 collection called "In the mood for pop".

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