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London fashion week shows sketch out the new normal

By Jess Cartner-Morley

Designers embrace digital presentations and hope collections resonate with shoppers looking to post-Covid freedoms

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.

Related: From platforms to puffas: this week’s fashion trends

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Via:: https://www.theguardian.com/fashion/2021/feb/19/london-fashion-week-shows-sketch-out-the-new-normal