The fashion industry is undergoing a significant transformation as technology reshapes how designers present their collections. In 2020, fashion weeks explored new ways of showcasing in light of the covid pandemic restricting events, and since then, they have evolved into a hybrid event, a shift accelerated by global events and the need for innovation.
London Fashion Week (LFW), as one of the ‘big four’ on the global fashion calendar, is renowned for its innovative spirit and embrace of emerging talent. The recent February 2025 season of LFW, which took place from the 20th to the 24th, embraced this ethos by continuing the digital-physical hybrid format established in 2020 by seamlessly blending traditional catwalk shows with cutting-edge digital presentations. This approach not only expanded the event's accessibility but also underscored the industry's adaptive strategies in a rapidly evolving landscape.
The British Fashion Council (BFC) maintained its commitment to inclusivity and accessibility by offering a schedule that combined traditional catwalk shows with digital presentations. The official LFW digital platform provides free access to fashion consumers and industry professionals, offering an immersive experience beyond the front row.
Tech-Driven Fashion Experiences
Several brands embraced cutting-edge technologies to enhance their showcases:
Virtual Reality (VR) & Augmented Reality (AR): John Richmond’s immersive presentation at the Tate Modern allowed guests to experience the collection through an interactive digital activation. Augmented reality features enabled users to visualise garments in their own space, helping to contextualise brand engagement and bridge the gap between digital and physical landscapes.
John Richmond AW25 Presentation, London Fashion Week Credits: Danielle Wightman-Stone
John Richmond AW25 Collection Credits: John Richmond by Jamie Morgan
Future Fashion Culture & Tech The LFW Solana x HAPE Social x Never Fade Factory event, as part of LFW’s City Wide Celebration schedule, explored the intersection of fashion, technology, and sustainability. Highlights included discussions on Digital Product Passports, AI’s role in fashion, and ‘phygital’ experiences. A Fashion Biotextile Exhibition showcased sustainable innovations, while pop-ups featured independent designers. Experts from CLO Virtual Fashion, CuteCircuit, and LTD Inc. led panels on immersive and NFT fashion.
Live Shopping & Digital Commerce: Completedworks showcased a live shopping performance, a blend of catwalk and e-commerce where audiences could purchase items in real-time, reflecting the growing need for creative and commercial experiences, heightening consumer engagement, and seamlessly integrating fashion showmanship and retail.
Completedworks Dress Rehearsal, Vogue Business
Sustainability Meets Innovation
Sustainability remained a dominant theme, with LFW piloting new sustainability requirements aligned with the Copenhagen Fashion Week framework. The BFC’s NEWGEN initiative played a critical role in supporting emerging and sustainable designers like Helen Kirkum, GFW Ambassador, Ancuta Sarca, and Karoline Vitto, all of whom utilise upcycled materials.
Wolf & Badger hosted discussions on digital fashion’s role in reducing waste, advocating for circular design practices. Designers such as Richard Quinn (also NEWGEN alumni) and Erdem showcased collections incorporating eco-conscious materials and ethical production practices.
A Glimpse into the Future of Fashion Weeks
London Fashion Week February 2025 gave us a glimpse of what’s to come, blending the best of both worlds: transition and innovation. While digital features, sustainability, and interactive elements played a key role, the heart of fashion week and excitement of the runway remained as strong as ever. Technology is certainly making waves, but it’s not replacing the iconic moments we know and love.
As the industry continues to evolve, expect a seamless mix of digital and traditional experiences that will make the industry even more accessible and engaging. Fashion Week will remain a global affair, with a fresh and exciting twist!