London Fashion Week debuted its first all-digital, gender-neutral event. Image courtesy of Wednesday Agency
The British Fashion Council today debuted its first all-digital, gender-neutral London Fashion Week with creative help from Wednesday Agency.
Having won a competitive pitch, Wednesday developed a new brand creative, art direction and global campaign for London Fashion Week that will be deployed across all London fashion weeks in the coming 12 months.
The strong, bold visuals of the integrated campaign are designed to work alongside the diverse styles of the designers showing in London, the agency said.
“The challenge was to find a visual language that works cohesively with the many fashion designers and their styles associated with London Fashion Week,” said Tammy Smulders, president of Wednesday London.
“Furthermore, we developed an approach that appeals to a broad audience, ensuring it is accessible and engaging for the general public who are interested in fashion, rather than speaking predominantly to industry insiders,” she said.
London Fashion Week official opening June 12, 2020. Image courtesy of Wednesday Agency
Shop talk
Wednesday embraced the playful, eclectic edge of London through tone, using tongue-in-cheek language to speak to the expanding audience of London Fashion Week (LFW) as it opens up to consumer audiences as well as trade.
The agency’s creative executions leverage the power of posing pertinent questions as a tool for unlocking ideas, communicating values and igniting conversation, the agency said.
Spanning a broad range of topics concerning the future of the fashion industry, opportunity for innovation and the need for creativity, the communications surrounding London Fashion Week this month encourages audiences to engage with and re-examine LFW in an exciting new digital context.
The 360-degree campaign features a striking visual identity that leverages the interplays of color and image to create synergy across print, digital, social media and online content.
A dynamic, modular, digital, mobile and desktop handbook was also created, featuring presentation times, designer interviews and further information, per the agency.
Wednesday also conceived and produced the LFW Community film, which highlights some of the most innovative and inspiring designers that London Fashion Week has to offer.
“Our approach is designed to position London Fashion Week as a center of gravity for creativity in relation to fashion,” Ms. Smulders said.
“It works exceptionally well in a digital environment but when there is a return to physical events, we think that the design approach will also work well, as even then communications have become predominantly digital,” she said.
GIVEN THAT THE COVID-19 outbreak has forced many events to turn virtual, what will it take to simulate the in-person, face-to-face experience online?
“Digital events create an amazing opportunity to bring people with common interests together, including people who could not travel or get access to a live event,” Ms. Smulders said.
“In the case of London Fashion Week, there will be interviews, podcasts, webinars and digital showrooms, so there really is a way to get up close to designers for both consumers and trade in a way that would not be possible in a physical context,” he said.
“There is also an incredible opportunity to reach out to fans and engage consumers in social media and across a variety of digital platforms, and we seek to do that with a series of questions that draw people into the conversation.”