London Fashion Week is officially underway – albeit, once again, digitally – and the industry’s most vibrant designers have begun presenting their AW21 collections to the masses. While the physical shows that we know and miss are a far cry from the interviews, podcasts and digital showrooms that have taken their place, both young and seasoned designers alike are absolutely not letting it dampen their sparkle.
The likes of Bethany Williams, Erdem, Rixo, Burberry and Simone Rocha – who recently announced a capsule collection with Scandi high-street store H&M – are splashed across the AW21 digital schedule and taking full advantage of the many benefits of a digital-first event. Namely, their chance to readjust, recalibrate and showcase their work to a much wider audience.
Someone who has done exactly that is British designer Bethany Williams who kicked off the five-day event on Friday. She showcased a nine-piece sustainable and gender-neutral capsule coat collection that’ll later be available to shop at Selfridges – the star of the show being a blanket coat made entirely of organic cotton sourced in Wales.
With designers like Williams needing our support more than ever – and “slow fashion” the buzz phrase of the moment – you’re probably wondering how, when and where you can do your bit.
While many of the pieces being showcased over the course of the next few days are not yet available to buy (we wait with bated breath), there is plenty of new season goodness from London Fashion Week’s most epic designers which can be *added to cart* immediately.
The perfect antidote to Coronavirus-induced doom, the SS21 collections from our aforementioned favourites have recently landed on the likes of Net-A-Porter, Matches Fashion and Farfetch – alongside own-brand sites – so you can update your wardrobe ahead of the warmer weather. Scroll for our picks.
For more from our Commerce Writer Sophie Cockett, follow her on Instagram @sophiecockettx.