Despite lockdowns in many markets putting a halt on event dressing, Jenny Packham is still seeing brisk demand for her occasion wear, driven by growth online and vigorous sales in China. As e-commerce players seek to deliver a more tailored offering, the British designer is expanding her repertoire in order to provide exclusive designs for specific retail clients.

As such, her pre-fall collection ran the gamut from the embellished dresses she is best known for, in familiar forms and pretty pastel hues, to pared back creations inspired by Hollywood’s leading ladies or brightly hued designs for the 21stcentury party girl.

A sheath dress in white crepe with a draped asymmetric cape featured rectangular beading on its sleeves, providing a touch of sparkle on an otherwise minimal silhouette. Elsewhere, flounces of lilac tulle cascaded on the voluminous skirt of a ballgown, while a caped dress with allover embroideries shimmered with a rainbow of neon colors, evoking the wings of a butterfly.

The absence of travel in recent months has allowed Packham to spend more time on her design work, she said via Zoom. “There’s a feeling of not knowing where anyone’s going, everyone wants to let loose,” she said. Her first book has also been keeping her busy. “How to Make a Dress” will be released by Ebury Press on March 4.

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