The coronavirus pandemic left the British Fashion Council with the unforeseen challenge of adapting LFW and hosting it as a digital-only event for the very first time. The event is going to be held from 18th September 2020 to 22nd September, 2020.
The aim was to create a space that would bring the fashion community together. To achieve this, a platform would be needed to host exclusive multimedia content from designers, creatives, brand partners, media, retailers and cultural institutions – enabling and mixing together fashion, culture and technology.
The digital-only event was to act as a global meet-up; offering interviews, podcasts, designer diaries, webinars and digital showrooms, and would provide the opportunity for designers to tell their stories and share their experiences.
Kayvan Moghadassi, Founder of Red Apple Digital explains, “The vision of the project was to create a destination for visitors to digitally experience London Fashion Week from wherever they are in the world. With the project being so time constrained, we needed to work with the BFC to choose and then quickly integrate a multitude of different platforms into the hub, so that designers could create and publish their content in whichever format suited them best.”
In under two months, a London Fashion Week digital platform was designed, built and live.
This led to the creation of the browser-based platform, which gave designers the opportunity to showcase styles and stories. The digital agency also worked with multiple partners to enable LFW to curate audio and video content from a range of sources.
Clara Mercer from the British Fashion Council praised the digital agency saying, “The Red Apple Digital team helped us define what we needed and build something that can develop over time. The two-month timeline from vision to delivery was ambitious, but with strict deadlines, efficient working sessions and good communication, we launched londonfashionweek.co.uk successfully with over 58,000 people tuning in over the first five days. The Red Apple team are great, very collaborative and receptive to ideas. I am looking forward to working with them to develop the platform further over the coming months.”
On the first day of events, the LFW website received over 27,000 sessions, with 50,000 unique visitors over the course of the full weekend.