British fashion designer Vivienne Westwood is always propending eco-friendly messages through her shows and this season, she has decided to completely dismiss the conventional runway presentation and go digital for the show.
The designer, known for making punk fashion mainstream, has announced her decision to unveil the brand’s Autumn/Winter 2018-19 collection through imagery and a short film during the forthcoming London Fashion Week Men’s on January 8. The same content will be shared with buyers and press via an e-mail on the given date at 2 pm.
Westwood has always pioneered the way forward for sustainability initiatives, encouraging her contemporaries to follow suit and her latest choice to go digital is just another move in this direction. While announcing this news, the designer didn’t shy away from adding, “Buy less, choose well, and make it last”.
The announcement joins a slew of fashion week-related news that came out in the past week: Anya Hindmarch and Public School shifted from catwalk towards direct-to-consumer events; J.W. Anderson and Moncler quit the men’s showcase to show a co-ed collection during women’s shows; Ellery will show their collection at the Paris Couture week instead of showing during the RTW season; and Balenciaga will launch its first ever men’s pre-collection at the men’s fashion week and go co-ed for the main collection in March.
Westwood’s decision is no surprise since the entire traditional fashion presentation system seems to be going for a major shake-up in 2018 with designers reconsidering how to best target their personal consumer at hand and minimise the logistic cost of big-budget expositions at the same time.
