Big designers step off London males’s catwalk amid digital disruption

LONDON (Reuters) – Models will strut their stuff on catwalks when London’s menswear vogue week will get below manner on Saturday, however absent shall be some massive business names who have chosen to skip the event, or make digital displays rather than runway exhibits.

FILE PHOTO: Models current creations on the Burberry catwalk present throughout London Fashion Week in London, Britain February 20, 2017. REUTERS/Neil Hall/File Photo

The event will see round 50 conventional catwalk exhibits over three days, with the rest of the 80 designers on the invoice showcasing their wares via a wide range of different occasions, together with digitally.

The transition to new strategies of connecting with consumers has price the event a few of its greatest catwalk names. Punk icon Vivienne Westwood introduced final month that she would eschew a runway present and showcase her assortment through an audio-visual presentation.

Other massive Brands, together with Britain’s Burberry and J.W. Anderson, determined to skip the event final yr and this yr respectively, in favor of holding ‘co-ed’ exhibits throughout London’s vogue week for womenswear in February.

“All we’re trying to do is shorten the distance from a consumer to a pair of trousers,” stated London Fashion Week Men’s Chairman Dylan Jones, who can also be the editor of British GQ journal.

“If a brand or a designer deems that it’s much better for them to do a joint show, a show out of season, a digital show, go direct to consumer – doesn’t matter. It’s all about amplifying British creativity and selling.”

A mannequin presents a creation from the Burberry catwalk present on the “London Collections: Men” Autumn/Winter 16 in London, Britain January 11, 2016. REUTERS/Neil Hall


Designers have been inserting extra emphasis on their digital presence lately, courting social media influencers with the identical assiduousness that they historically reserved for the style press.

Online gross sales are a very vital income stream in Britain’s over 14 billion pound ($19 billion) menswear business, rising by over 17 % between 2010 and 2015 – outpacing all different classes within the sector – based on researchers IbisWorld.

With a scarcity of huge names on the catwalk this yr, organizers stated the event was returning to the way it was initially envisioned – as a platform for younger British expertise.

“International media and retailers come to London for this excitement, these new businesses, the ones that are setting the menswear world on fire and you can only get that in London,” stated British Fashion Council Chief Executive Caroline Rush.

It was a sentiment echoed by Jones, who noticed the adjustments within the business as a supply of pleasure.

“It’s mutating and developing and changing each season. And that’s the great thing about fashion – it keeps changing.”

Reporting by Mark Hanrahan and Pedro Caiado; Writing by Mark Hanrahan; modifying by Ralph Boulton

Our Standards:The Thomson Reuters Trust Principles.

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