London Fashion Week is celebrating the success of its first online event of 2021.

Here at Red Apple Digital, we’re proud to have continued our work with the British Fashion Council on LFW, supporting creative design talent with a global, virtual platform.

So grab your florals and feathers (this month's big trends) and let’s chat to Red Apple Digital’s Senior Art Director, Joss Bibby and Lead Dev, Andre Harry as they take a look back at LFW February 2021.

With site visitors from all around the globe, the focus of the platform was on exclusive virtual events. Fashion fans could view the schedule and add the events to their personal calendars. As they browsed around the site, there were reminders of upcoming and live events, making the experience feel dynamic.

Andre championed the varied content available on the site. “The homepage contains hundreds of interesting curated content offerings on different topics such as designer’s podcasts and Spotify playlists, stories behind some of London's most-talked-about brands, positive fashion, #LFW social media posts and you can also see the designer’s inspirations on their profile page too.”

And the shift to online events has definitely brought its benefits. Joss said: “Opening up London Fashion Week shows to a wider audience, and the opportunity for more creative disciplines and creative cultures to be infused into the experience is really exciting. Necessity really is the mother of invention!”

So with such a varied catalogue of content, what were Joss and Andre’s favourites on the LFW site?

Andre: “My favourite is Ahluwalia AW21 Traces
Loving the music, the set and the presentation. It’s very unique.”


Joss: “The one Andre said is my favourite too, really great. I also enjoyed M' a x Nenny, it was an interesting play on the format and really collaboration focused.”

Andre reflected on how excited the team were to work on the project. “The BFC team needed to adapt really quickly due to the pandemic and host LFW digitally for the first time in its history and I am really proud that we managed to help them to achieve this. It’s great to work on such an iconic event.”

Clara Mercer, Communications director at British Fashion Council, had this to say about how things went and what we achieved:

'London Fashion Week presented by Clearpay February 2021 was fully digital and the third using the LFW digital platform. This was Clearpay’s first season as principal partner of the event and Red Apple supported the British Fashion Council team to integrate new logos and brand colours, making updates swiftly and seamlessly for the announcement.

91 designers showed video content on the schedule and over 100 additional designers activated their profile pages with introductions to their brands, their latest work, their social media activity and with links to line sheets and contacts for sales and press requests. We refined the user experience with Red Apple and the session time increased as a result.

The LFW Platform outperformed June and September by over 50% with a total number of 132,289 unique users in the two week reporting period. Over the live event dates the site received consistently higher with a spike on day one.'

You can check out the site here