London Fashion Week will go ahead in February, but will be fully virtual and have no live audiences.
After consultations with U.K. government ministers, the British Fashion Council announced that the biannual event will be happening from 19 to 23 February, but all shows and presentations will have to be pre-recorded or livestreamed to adhere to Covid-19 guidelines.
Filming and photography can still take place, however “all permitted activity that involves interaction with individuals outside of immediate households is under constant review”, the organisation added in a statement.
Caroline Rush, chief executive officer of the BFC, urged the government to offer more support to the fashion industry amid the global health crisis, and asked for designers and models to be given quarantine travel exemptions.
â€śThe BFC continues to ask Government to engage in support of the fashion industry,â€ť she stated. â€śOne of the main active requests is to allow key creative and model talent to travel to and from the U.K. with a phased introduction of quarantine exemptions for the fashion industry, in order to carry out essential business, to protect the competitiveness of the British fashion industry.”
Rush is hopeful that the digital-only event will drum up support for the sector, and wants more to be done to help those in the industry, including freelance and independent creatives.
“Our industry is one of amazing creativity and this is more true in the U.K. than any other country. The majority of businesses and individuals we work with are independent businesses and creatives who contribute significantly to the cultural and creative reputation of our country,” she added.