London fashion week shows sketch out the new normal

London fashion week shows sketch out the new normal

By fijivillage
Saturday 20/02/2021
Models at the Labrum London fashion week presentation at St Giles in the Fields. Photograph: James Veysey/Rex/Shutterstock

The puffer jacket is everywhere – but so, too, are dreams of summer holidays. There is awe for science and scientists – and gratitude for home comforts.

The first fully locked down London fashion week, which began on Friday, reveals a fashion industry transformed by the pandemic from being a world of escapism into one that tentatively sketches out what our new normal might look like.

Ninety-five designers including Alice Temperley, Simone Rocha, Molly Goddard and Erdem will show their collections digitally, as fashion faces its first season with digital catwalks only. Last September’s fashion week coincided with a period of looser restrictions, and hosted catwalk shows and in-person appointments.

With this event coinciding with Monday’s much-anticipated reveal of a roadmap out of lockdown, designers are hoping their new collections will resonate with consumers eager to look ahead to future freedoms.


“I’ve got a feeling that when we come out of this we’re all going to go a bit bananas,” said Temperley, whose Glastonbury-inspired latest collection is called Rock Swagger. “We’ve been selling mostly daywear recently, obviously – knitwear, outerwear, denim, and blouses for Zoom. Our new collection is a mix of clothes we need now and clothes we will want when we get to go out and star in our own rock’n’roll movie.”

“It has been nice to imagine that life will hopefully be a bit more normal by the time these clothes are in store,” said designer Roksanda Ilinčić on a Zoom call from her London studio. To bring some glamour to a fashion week without shows, she has enlisted three generations of well-known women to star in a video of her collection filmed on an iPhone at their home during lockdown. Their identities are under wraps until Monday’s online premiere.

“The last year has put a completely different perspective on fashion for me,” she said. “I felt this season had to be about family and home and how precious the small things in life are.” She has softened her tailoring, with dressing-gown style soft belts on oversized jackets. “It’s a dressed up version of what we wear at home, but still cosy. We might want to look a bit smarter but we will still want to be comfortable.”


The fashion world has been brought down to earth. “I think we’ve come to understand how to live better at home,” says Emilia Wickstead, whose clothes are a favourite of the Duchess of Cambridge. “To cook a lovely meal rather than getting home late from work and being in a rush all the time. I think we will entertain the idea of dressing up at home more than we did before.”

Pryde is entitled to be paid salaries until he is removed from office - Rabuka
Prime Minister Sitiveni Rabuka has stated that the suspended Director of Public Prosecutions, Christopher Pryde is entitled to continue receiving his ...
11 hours ago
PM calls for Online Safety Commission to take action after alleged cyberbullying tragedy
Following allegations that a member of the LGBTIQ+ community was driven to take their own life after getting cyberbullied, Prime Minister Sitiveni ...
8 hours ago

WOWS Kids Foundation seeks donations to aid children with cancer at Fiji Showcase
The WOWS Kids Foundation is seeking assistance from the public and business houses to support the work they do in assisting children living with ...
8 hours ago

21 reps from 7 political parties undergo workshop with FEO
21 representatives from the 7 registered political parties in Fiji participated in a 3-day "Introduction to Elections" workshop with the Fijian ...
9 hours ago

Two 15-year-old students questioned for alleged drug possession at school
Two 15-year-old students have been questioned for allegedly possessing methamphetamine and marijuana on school premises. Assistant Commissioner of ...
9 hours ago

FCCC assesses if duty protections on items are benefiting consumers
The FCCC is currently looking at the price of items that currently enjoy duty protection to assess whether those tax concessions and the benefits are ...
9 hours ago

fijivillage Straight Talk with Vijay Narayan
Latest Videos

Stay tuned for the latest news on our radio stations

CFL radio frequencies
2024-2025 National Budget address by the Minister for Finance
2024-2025 National Budget address by the Minister for Finance Prof. Biman Prasad. 2024-2025 Budget ...
6 days ago

Crisis within FijiFirst that led to its deregistration
The FijiFirst Party has been de-registered by the Registrar of Political Parties, Ana Mataiciwa. This is the end of the party that led government ...
10 days ago

Pre-Budget 2024-2025
Pre Budget 2024-2025 budget recommendations and an insight of what people on the ground wish to see in the National Budget
16 days ago