British Fashion Council is a non-profit organisation built to enable sustainable growth of British fashion in the global industry through holding events and funding grants. One of the most prestigious events is London Fashion Week, traditionally a week-long series of catwalk shows and formal viewings held in London. During the pandemic, many designers began creating hybrid showcases, delivered both in person and as a digital experience. BFC and IBM teamed up to revamp the London Fashion Week to modernise the branding and create a web experience that could accommodate this digital move.
We worked collaboratively with the LFW team to build their digital brand strategy using through sharing moodboards, live co-working design sessions and plenty of iterations, making sure we incorporated key elements of their existing brand elements.

A challenge for the Visual Design lay in creating a design which had a strong sense of brand, but allowed all the individual designers’ work to shine. To achieve this, we looked towards an editorial aesthetic, nodding at LFW’s role as curators of fashion. This led to a monochromatic UI shell, with plenty of opportunities in the CMS for designers’ to add their brand HEX codes, resulting in an understated vibrancy. To cross the boundaries between digital and physical we introduced live streaming of shows and built an interactive map with location-tracked live updates of nearby events, as well as metaverse-style digital showrooms for certain designers. Our designs expand the London Fashion Week universe, creating an immersive, usable experience for users across the globe.