Without runways, designers get creative digitally for London Fashion Week

Without runway shows, designers presented their designs in a more creative way. Many opted for quirky videos. Composite photo: Ka Wa Key, Teatum Jones

The first-ever genderless and all-digital London Fashion Week, which concluded on June 14, presented a wide range of diverse and varied content targeting industry professionals and the general public.

In making some of the new format presentations (without runway shows), many of which voiced a commitment to diversity and sustainable fashion, designers had to cope with a lack of means imposed by the lockdown.

However, they nonetheless succeeded in breaking new ground. The following videos offer a glimpse of some of the ways that fashion is now being reinvented. – AFP Relaxnews

Read more: Major runway events around the world to take place after being refashioned

Ka Wa Key, 'There's no place like home'

Created with limited resources during the lockdown, Ka Wa Key's collection features pieces for the 2021 Spring/Summer season along with a number of garments taken from the label's archives.

The presentation was inspired by The Little Prince and other fairytale and nursery-rhyme characters, as its description on the London Fashion Week platform points out. With its unabashed optimism, the video comes as a breath of fresh air at the end of a difficult period.

Read more: Will runways go dark as designers pull out of seasonal fashion weeks?

Teatum Jones, Re-LOVE

Teatum Jones also opted to submit a film to the first all-online London Fashion Week, which mainly focused on zero-waste sustainable fashion.

This objective is commented by several fashion personalities wearing pieces from the label's new collection while a number of keywords like "Re-Use","Re-Wear","Need Change" and "Inclusive" are highlighted in animated text.

Read more: Luxury fashion trendspotting is not easy in the Covid-19 age

Marques'Almeida, reM'Ade

Sustainable fashion and the drive to cut out waste also figured large in Marques'Almeida film presentation, which unveiled the first ever collection by the new "reM'Ade" brand.

The goal of the new label is to work exclusively with old stock from previous collections and recycled fabrics, and that is not all. Garments by reM'Ade will only be produced once they have been ordered, another measure that should considerably reduce waste.