Welcome to LDC's Digital London Fashion Week

BY AMANDA FULLALOVE

Lone Design Club are pleased to present their first ever fully digital fashion week, taking further steps into the world of FashTech and being a driving force for change.

This February marks the second fashion week since the outbreak of covid-19. Last September, was a trial run for most brands, we weren’t sure what to expect with government restrictions preventing the large scale event that we all know and love from going ahead. This was an opportunity to test the waters. For some brands it fell short and fashion week lacked the show stopping lustre that it previously possessed. For everyone it was obvious there is a dedicated need to become a more conscious fashion industry, a need for change.

Now we’re beyond this. The industry is in an exciting state of flux and what we’re beginning to see is the birth of the new fashion week. Gone are the days of rows and rows of seats, photographers flashing away to capture each look as it walks down the catwalk and hundreds of front row phones,

 streaming content and posting to millions of followers. Now there’s an emphasis on the spectacular and the experience that comes along with it.

Fashion is digital, it’s on the small screens in our hands and on the billboards we see. Brands are taking steps to gain exposure through reaching customers in social media, Instagram and TikTok, live-streaming and digitising their collections. Fashion film is a hugely popular medium for presentations now as well as creating that interactive element to give the onlooker the impression that they are truly immersed in the content they’re experiencing.

If that wasn’t exciting enough, we will also be launching our very own fashion film, featuring a multitude of looks from LDC designers.  

Taking you behind the scenes of our recent campaign shoot, get a feel for the action and take note of the brands you should be looking out for. This exciting display focuses on empowering the wearer, focusing on bold colours and 80s inspired statement looks, topped off with bright makeup and attitude. We’re focusing on some major up and coming players as presented by LDC, featuring looks from the likes of Alison Fern, Billi London, Big Horn, Cocoove, ChenChen Studio, Essen, Ganor Dominic, Ketevanna, MG Rivers, NailKind, Paula Nadal, St Essentials, Studio Pia, and The Letter. Our fashion film will be airing at 5.30pm, Friday 19th February to kick off our London Fashion Week feature. Make sure to sign up so you don’t miss out. 

The new fashion week excitingly allows more brands to make their creative statement. Film becomes a much more accessible method to engage more audiences and press alike and we couldn’t be more excited to witness it. It is a pleasure to simultaneously launch the films of our incredible brands, including Leanne Huang, KA WA KEY, and Joao Maraschin. Make sure to watch these live on our platform as well to gain the 360 fashion week experience

Don’t miss out on the independent fashion highlight of the season, be sure to check out our fashion film premiering this Friday at and discover our virtual world as well. We couldn’t be more excited to share it with you. See more information here. 

AW18 Lime green visor
AW18 Lime green visor
AW18 Lime green visor
AW18 Lime green visor

AW18 Lime green visor

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Camilla Skyway Pants
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