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


LONDON (Reuters) – Models will strut their things on catwalks when London’s menswear conform week gets underneath approach on Saturday, though absent will be some large attention names who have selected to skip a event, or make digital presentations in place of runway shows.

The eventuality will see around 50 normal catwalk shows over 3 days, with a residue of a 80 designers on a check showcasing their things by a accumulation of other events, including digitally.

The transition to new methods of joining with buyers has cost a eventuality some of a biggest catwalk names. Punk idol Vivienne Westwood announced final month that she would eschew a runway uncover and showcase her collection around an audio-visual presentation.

Other large Brands, including Britain’s Burberry and J.W. Anderson, motionless to skip a eventuality final year and this year respectively, in preference of holding ‘co-ed’ shows during London’s conform week for womenswear in February.

“All we’re perplexing to do is digest a stretch from a consumer to a span of trousers,” pronounced London Fashion Week Men’s Chairman Dylan Jones, who is also a editor of British GQ magazine.

“If a code or a engineer deems that it’s most improved for them to do a corner show, a uncover out of season, a digital show, go approach to consumer – doesn’t matter. It’s all about amplifying British creativity and selling.”


Designers have been fixation some-more importance on their digital participation in new years, courting amicable media influencers with a same assiduousness that they traditionally indifferent for a conform press.

Online sales are a quite critical income tide in Britain’s over 14 billion bruise ($19 billion) menswear industry, flourishing by over 17 percent between 2010 and 2015 – outpacing all other categories in a zone – according to researchers IbisWorld.

With a necessity of large names on a catwalk this year, organizers pronounced a eventuality was returning to how it was creatively envisioned – as a height for immature British talent.

“International media and retailers come to London for this excitement, these new businesses, a ones that are environment a menswear universe on glow and we can usually get that in London,” pronounced British Fashion Council Chief Executive Caroline Rush.

It was a view echoed by Jones, who saw a changes in a attention as a source of excitement.

“It’s mutating and building and changing any season. And that’s a good thing about conform – it keeps changing.”

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


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