LONDON — London Fashion Week is taking its message to the masses, opening its doors to the public with a program of events to take place at the same time as the seasonal runway shows.
Starting from September, the showcase will offer dedicated experiences for both trade and public audiences through one schedule. In the past, the BFC had created a separate set of ticketed events that took place after the end of the week.
“In response to the ever-changing fashion landscape and the growing public interest toward London Fashion Week, the BFC is launching a new format to increase engagement and reach new audiences for designer businesses,” the organization said Monday.
The BFC said nothing would change for the trade audience, which can attend the on-schedule catwalk shows and presentations from Sept. 13 to 17, as usual.
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Members of the public will be able to purchase a ticket to an immersive London Fashion Week experience. The ticket price, which was not disclosed, will include a series of catwalk shows by designers that will take place Sept. 14 and 15.
The BFC is also planning creative installations, industry-led panel discussions, an experiential space where fashion meets art, technology and music, and a new exhibition that spotlights designers and brands focusing on sustainability, community and ethics.
The designer exhibition, which previously served as a small trade show for clothing and accessories brands, will relaunch and tout Positive Fashion, an established BFC initiative designed to highlight industry best practice and encourage future business decisions. The exhibition will be open to both trade and public audience.
Other public fashion events will take place throughout the city, in partnership with key retailers, cultural institutions, brands and the mayor of London’s office in a bid to engage various communities, the BFC said.
The aim is to inspire young people and to make London Fashion Week “a cultural, city-wide celebration that will introduce fashion to a wider pool of people who may not have previously engaged with it or understand the incredible careers and opportunities that the industry holds.”
In addition, London Fashion Week plans to insert its schedule of runway shows and events into the LetsBab app, allowing attendees to receive schedule updates and show start times through instant notifications.