Watch: Our favourite virtual shows from the first digital London Fashion Week

Watch: Our favourite virtual shows from the first digital London Fashion Week

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Text: Joan Kong

How did the first London Digital Fashion Week go? We round up the best of the best below

There’s no doubt that the COVID-19 pandemic has deeply impacted the fashion industry. Sales and business—down to the bottom of the supply chain—are all affected, but on the bright side, it has also sparked a (much-needed) awakening. Brands are all reassessing their business models and strategies, and due to the lockdown, more and more designers had to adapt to the ‘new normal’ by exploring different formats to present their collections.

The first digital London Fashion Week was held last weekend, and it’s kick-starting a series of digital fashion weeks (namely Milan, Paris, and Haute Couture) in the following month. All you need to do is head to its host site and browse and explore away. According to the British Fashion Council (BFC), the LFW platforms—including its website, Instagram, Facebook, and Linkedin—has garnered over 3.5 million impressions over the event dates.

Below, some of the best virtual films that were presented during London Fashion Week:

Stephen Jones Millinery

No (real) models? No problem. This season, Stephen Jones Millinery went virtual all the way by tapping digital influencer Noonoouri to star in his short film dubbed Analogue Fairydust—a preview of what to expect from his Spring/Summer 2021 collection. Viewers can immerse themselves in the milliner’s fantastical world, from a sneak peek of the sketches down to the materials and embellishment used in the collection.

Watch it below:

Preen by Thornton Bregazzi

Preen by Thornton Bregazzi’s shows during London Fashion Week have always been a grand affair, but this season, the brand chose to present “a pause in time, a reset, a seasonless campaign“. In the short film, the model can be seen running through an open field and basking in the sun, dressed in midi dresses that feature its signature ruffle and floral details.

Watch the full video here or the short snippets from Instagram below:


In conjunction with the launch of her new photography book, Jalebi, Priya Ahluwalia presented a 3D exhibition that celebrates her Punjabi community and heritage, and explore what it means to grow up as a mixed-heritage person in Britain today.

Explore it here or watch the short snippet from Instagram below:

Nicholas Daley

Instead of presenting a new collection, Nicholas Daley gave viewers a behind-the-scenes look of its talked-about Autumn/Winter 2020 collection that was unveiled in January. The video is a combination of two of our favourite things—fashion and music—with psychedelic rock and experimental jazz playing throughout.

Watch it below:

Charles Jeffrey Loverboy

Charles Jeffrey Loverboy decided to unveil his collection via Instagram and used his slot to launch a fundraising event for UK Black Pride instead. Dubbed ‘Solasta’, the 40-minute show was hosted internet star Miss Jason os Jason’s Closet, and it features talents including choreographer and dancer Malik Nashad Sharpe, singer-songwriter Rachel Chinouriri, poet and activist Kai-Isaiah Jamal, and fashion graduates Catherine Hudson and Halina Edwards. On top of that, 100% of proceeds from the brand’s online shop this month will go to Kaleidoscope Trust, a non-profit organisation that campaigns for the human rights of LGBT+ people in countries where they are discriminated against.

Charles Jeffrey Loverboy also unveiled his new unisex capsule collection called (Self)Portrait of a Loverboy on Instagram, which will be available in December this year. The 20-piece line is made up of all the things we love about the brand, from bold colours to one-of-a-kind prints featuring the designer himself.

Watch it below:

Osman Yousefzada

Osman Yousefzada also used the LFW platform to showcase something special this season. The London-based designer—whose parents are from Afghanistan and Pakistan—travelled to Bangladesh (pre-COVID-19), and with the support of Livia Firth's Eco-Age, produced a short film that tells the story of garment workers who produce clothing for “faceless customers”. Titled ‘Her Dreams are Bigger’, the video also places a focus on sustainability.

Watch it below:

'Her Dreams are Bigger' by Osman Yousefzada from OSMAN YOUSEFZADA on Vimeo.