For significant numbers of the high-end businesses that work alongside our own digital marketing agency for fashion brands at Skywire London, the “Big Five” global fashion weeks continue to serve as crucial bellwethers for the future direction of this fast-moving industry.
Speaking of fast-moving, it might seem like it was only yesterday when many of us were discussing the implications of the collections on show at the February 2024 edition of London Fashion Week. That particular event kicked off LFW’s 40th-anniversary celebrations.
Anticipation is building for the return of London’s fashion spectacular
The next iteration of the trade show – putting on display all manner of exciting apparel for Spring/Summer 2025 (SS25) – will continue the usual twice-a-year pattern of this long-lived and much-celebrated fashion week when it takes place from 12th to 17th September.
Of course, LFW is still a showcase of style-forward looks that can be relied upon to turn heads around the globe. This is despite most of its shows being invite-only, and therefore not open to the public to buy tickets.
But as anticipation rises for the involvement of such big fashion names as JW Anderson, Burberry, and Manolo Blahnik at LFW SS25, what are some of the big issues and challenges for the trade show today – and what could its future look like?
Societal and cultural concerns will shape LFW’s prospects, not only fashion ones
While many observers connected to the fashion industry salute the influential role that LFW still plays in the direction and conversation around this specialised industry, they have also drawn attention to profound issues beyond the sector that need to be acknowledged and dealt with.
In the words of George Kafka, the Design Museum’s Future Observatory Curator: “Fashion week is probably the most powerful platform for the discourse around fashion… I think [LFW] has an important responsibility to face up to this situation and be a part of the conversation.”
He continued: “Fashion week could be a really important ambassador and instigator of these conversations by platforming designers who are putting these practices at the centre of their work.”
Caroline Rush, chief executive of the British Fashion Council (BFC) – which runs and curates LFW – has said the event has “taken significant strides towards sustainability by becoming entirely fur-free, starting with the 2024 season.”
In addition, Ms Rush said, the BFC was putting in place minimum sustainability standards for up-and-coming designers through such initiatives as BFC NEWGEN. However, with a recent report from Collective Fashion Justice having stated that just 3.39% of BFC brands have any targets to reduce emissions, a lot of work clearly remains to be done on sustainability.
There is a lot that LFW can still offer to brands, designers, and consumers
Whatever the challenges may be, LFW retains considerable power to inspire people through fashion. In an era in which designers need to appeal simultaneously to trade and consumer audiences, fashion week remains a crucial channel for many ambitious brands.
There is still a lot that can be said – and that needs to be said – through fashion, including through the styles exhibited twice a year at LFW’s many and varied shows.
As Victoria Jenkins, founder of the socially responsible Unhidden fashion brand has been quoted as saying: "Fashion is a crucial expression that should reflect the true diverse tapestry of our society. This anniversary is not just a milestone: it serves as a call to action for brands to broaden their horizons and consider how they can serve all communities.”
Those are sentiments that we can only very much agree with here at Skywire London. For a deeper conversation about the part our digital marketing agency for fashion businesses could play in powering forward your brand’s digital growth and offline success, please don’t be afraid to reach out to our London-based, but outward-looking team.