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What was once a very exclusive event, is now an opportunity for global appeal. While the last fashion week has been operating on an invitation-only basis, this year, designers are looking to attract more inclusive audiences. Instead of conventional fashion show, the brand chose a different digital method to debut their collection. Formats such as virtual showrooms, or behind-the-scenes experiences are now the new norm. However, because many brands have suffered huge losses in profit, some designers lost fashion week at all in an effort to conserve their resources.

Earlier this year, London Fashion Week was the first to be hosted during the initial stages of COVID-19. As the pandemic rapidly develops, more focus seems to be on carrying out digital presentations more than actual clothing. The British Fashion Council acknowledged that this presentation was experimental because of the sudden circumstances, but the audience could not help but wonder whether this reaction was an indication of the upcoming fashion week.

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