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Published
Mar 15, 2022
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London Fashion Week redesigns digital platform

Published
Mar 15, 2022

The London Fashion Week (LFW) website is heading for a digital redesign. IBM has been tasked with “matching the in-person catwalk creativity displayed at London Fashion Week and tailoring the supporting digital experience”.


Pronounce AW22


The result will be “an innovative cloud-based platform for the global fashion industry to interact with the fashion flair from London”.

And as a “celebration of fashion, music, art, and culture”, consumers will be allowed to experience LFW “through various digital channels”.

IBM iX is re-imagining the LFW experience “by taking a human centred and value driven approach”, while developing existing features and experiences such as City-Wide Celebrations, Event Schedules, Google Maps and Carousels.

Kristine Long, IBM iX, UK and Ireland said: “London Fashion Week showcases some of the world’s most innovative emerging designers and established international brands. It’s important that the creativity, style and panache that is seen in the physical event is replicated into the digital experience.”

Clara Mercer, Communications Director, British Fashion Council added: “Immersive engagement plays an important role in connecting designers with buyers, media and consumers during London Fashion Week. As events move to a hybrid state to accommodate both a digital and physical experience, we looked to expand our work with IBM to help deliver the London Fashion Week digital platform and drive the most innovative experience for the fashion industry.”

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