DIGITAL DANCE: London’s designers are blasting off to cyberspace-commercially speaking. Since 2013, the number of on-schedule London Fashion Week designers who have e-commerce sites has grown to 43 percent from 33 percent, and that number is set to grow. “Our challenge to ourselves…is that in the not too distant future, we can bring that closer to our target of 100 percent,” said Natalie Massenet, chairman of the British Fashion Council, at the seasonal event to kick off London Fashion Week on Friday. Speaking alongside her was Peter Fitzgerald, director at Google U.K. He noted that the fashion businesses embracing digital “are growing two to four times faster than businesses that aren’t digitally savvy — they’re doing twice as much in terms of their export sales.”
Meanwhile, London’s Center for Fashion Enterprise, an incubator for design talent, also underlined its commitment to digital innovation. On Friday, the CFE said it has worked with The Barn Agency, to offer its designers — who include Edeline Lee and Rejina Pyo – digital expertise. According to the CFE, Fyodor Golan has partnered with Microsoft to present “an immersive technological experience,” for his spring collection, while Richard Nicoll, a CFE alum, has collaborated with Studio XO, a firm that marries fashion with new technologies, to create five looks inspired by Disney’s Tinkerbell character. The designs, which will include a dress done in a fiber optic fabric, will be shown as part of Nicoll’s spring 2015 collection in London Sunday.