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Digital London Fashion Week kicks off

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LONDON (Reuters) – A fully digital London fashion week kicked off on Friday, with designers hoping to lure trendy followers into the comfort of their homes with their latest designs.

With Britain under a nationwide lockdown, the videos released have replaced the usual catwalk presentations.

Nearly 100 brands of women’s and men’s ready-to-wear will share their collections over the coming days, having to adapt their presentation of their clothes in the midst of the COVID-19 pandemic.

It’s really tough … for everyone right now but especially in the fashion industry, Caroline Rush, chief executive of the British Fashion Council, told Reuters.

Fashion Week (offers) that inspiring, uplifting glow connected with creativity and truly reflecting on the impact of fashion on society and culture. And we need it.

Turkish designer Bora Aksu said she was inspired by 19th-century French mathematician Sophie Germain, who he said felt her own isolation when she was discriminated against because of her gender, but thrived.

The models strolled through an empty Tate Britain museum, dressed in bespoke suits, boxed cashmere coats and lace frilled dresses.

Aksu layered voluminous tulle shirts and skirts and put lace capes over coats, using a color scheme of pink, black, navy blue, turquoise, red and yellow.

I was trying to find something that (could) bring hope to this time, he said.

With the pandemic of store, studio and factory closures, as well as reduced travel, the fashion industry was hit hard last year.

In Britain, high street giants Debenhams and Arcadia collapsed with online fashion retailers Boohoo and ASOS last month setting their sights on their brands.

Brexit has affected business as well.

Earlier this month, some 450 figures from the UK fashion industry signed an open letter to the government warning that the sector, which contributes £ 35 billion ($ 49 billion) to the economy, was at risk of ‘be decimated by the Brexit trade deal due to new travel rules and red tape.

While London may not have as many big brands as the other fashion capitals, New York, Milan and Paris, it has long been known as a center of creativity and young talent.

Among the brands featured this fashion week are Burberry, Molly Goddard and Mark Fast.

Victoria Beckham shared a lookbook for her upbeat but realistic line last week, showcasing military-inspired coats as well as colorful or printed jersey and georgette dresses. (1 USD = 0.7143 pounds)

Reporting by Hanna Rantala and Marie-Louise Gumuchian; Written by Marie-Louise Gumuchian; Editing by Alex Richardson

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