More details are emerging about the events that we will see when the new digital London Fashion Week starts on Friday morning with luxury shopping area Mount Street offering behind-the-scenes glimpses into the working lives of some of its best-known designer names.
Roksanda, Erdem, and Roland Mouret will be the stars of a video created exclusively for LFW giving viewers a rare look at their working lives and the products they create.
It's all part of a major effort by the industry as a whole to get fashion, one of the most important sectors in the UK economy, working again and back into the global consciousness.
The pandemic has understandably seen many consumers feeling that fashion is a frivolous thing that needs to take a back seat when people are dying. But with lockdowns easing as the outbreak subsides, it's important for the industry to help kickstart economic activity again.
As such, Erdem will be sharing an exclusive look at the Pre-Fall 2020 collection. And unlike the runway shows or lookbooks that usually show off individual collections, this time the footage will also show the craftsmanship that goes into those collections, including the finishing touches that bring the clothes to life.
We’ll also see Roland Mouret demonstrating how he manipulates fabric into the designs seen on the runways.
And Roksanda “showcases the creative processes coming to life”. That will include the vibrant splashes of paint that inspire the clothes as well as the intricate window displays “that build the narrative of the in-store experience”.