This London Fashion Week brought a range of physical and digital immersive experiences designed to showcase the most innovative happenings in the fashion industry.
We went to London Fashion Week and discovered the new format proposed by brands and companies, part of a vibrant fashion and sustainable community that is re-shaping the industry into the future of FASH-TECH.
Opening up the conversation around the necessary changes needed to build back a more sustainable, creative, and open future it’s Lone Design Club, which demonstrated the new technologies that will allow brands, designers, and consumers to reimagine and play with the boundaries of the physical and digital realms of fashion.
Launched at 21 Long Acre in Covent Garden, London, the Fashion Week LDC’s showroom is the hub and headquarter of fashion sustainable brands and fashion technology.
Lone Design Club partnered this season with Holition, the award-winning digital retail agency that shapes the future of consumer experiences in the fashion and beauty industries. LDC presented the Data Visualization Project, exhibiting press data from LFW 2018, that observe the changes in conversation within the industry around sustainability and diversity.
Next, LDC took us into the future of sustainability exhibiting the immersive app Intertwined Futures created by Holition.
“The Intertwined Futures app that we are launching brings the conversation of climate change to the wider community through an augmented reality-enabled mobile experience, which gives individuals a chance to understand and personally alter their relationship with nature”
Holition’s activations at the Lone Design Club have been created to unravel the conversations during London Fashion Week and explore how these experiences have ignited a need for change in the industry.
“This augmented reality experience addresses fundamental issues that matter to us – one is around sustainability and the climate emergency, and second is digital, and how technology can be used to encourage exploration, discovery, and create meaningful interactions,” comments Jonathan Chippindale, Chief Executive at Holition.
LDC has furthermore teamed up with Wenkly Studio, bringing a fun VR Experience, making this an accessible media for consumers to explore and its sustainable possibilities. Transporting consumers into a fully inactive experience to demonstrate the endless possibilities there are between fashion and tech.
| Michał Rotyński, CEO at Wenkly Studio comments “We live in an exciting time, where each and every product of our imagination could be recreated in the virtual world, then placed right in front of our own eyes to interact with. Technology will be invaluable for the fashion industry, in a time where we want to encourage the world to look ahead to a new greener future. VR opens up a world without limits, express the mood of your collection: set the clothes on fire, reverse the world gravitation, or change the appearance of your models… Set your own rules for the show and give the audience goosebumps from excitement!”|
LDC has no limits! With the launch of LDC X supported by The Crown Estate, the series of one brand pop-ups stores, with unique features to reflect each brand’s style and ethos.
All eyes are on the footwear designer, Ganor Dominic which launched his sculptural design works onto London’s Great Portland Street LDC’s store.
|Ganor Dominic’s Co-Founder and Creative Director, Anna Dominic|
“I hope we’ll look back on 2020 as the year of a global reset and the period that the Fashion industry became a more sustainable and exclusive sector. In a time when events across the globe have gone digital and more locally, over London Fashion Week we have leaned into the digital and virtual spaces, we want to still offer the physical connection consumers are carving via our new LDC X Ganer Dominic pop-up We will be running some small, social distance events, offering amazing deals and some well-needed in-person action during this time.
|Located right next door will be the ultimate in sustainable fashion, Gung Ho. Known for their handmade pieces created using the finest in sustainable fabrics and their intricate prints illustrating hard-hitting environmental issues.|
“Gung Ho is so excited to be partnering up with LDC to showcase our forward-thinking, new Climate Change collection. With such a changing environment, being able to adapt and react to exhibit our designs is so important as a brand as well as combatting such a big issue that impacts us all,” comments Gung Ho Founder and CEO, Sophie Dunster.
These stores will run for 2-4 week periods, featuring a multitude of designers including a gender-fluid brand, Underage and bold, sustainable pieces from Sabinna.
Find out more at lonedesignclub.com