London Fashion Week has always been a celebration of creativity, showcasing some of the top designers in the world, but FabriX are flipping the narrative on its head. This year, the British Fashion Council official partner created a space that will showcase emerging designers’ works in an innovative way by going digital.
FabriX is a pioneer in the world of digital fashion. The Hong Kong-born platform specialises in spotlighting local talent through a unique fashion lens, looking at the whole creative process from initial sketching to 3D digital production. After an inaugural edition in Hong Kong, FabriX has landed in London with the BFC for a first-of-its-kind event held in the NEWGEN space at the Old Selfridges Hotel
The event hosted an array of emerging designers hailing from Hong Kong as well as local talent which includes the likes of Chet Lo, Ancuta Sarca, Masha Popova, Paolo Carzana and Harri. Each designer was tasked to design a digital creation, and unlike any other fashion show, these designs were tried on by visitors.
The event was majorly packed with visitors that included Mira Al-Momani and Callum Mullin, all trying out digital versions of Chet Lo’s signature spiky knit and Ancuta Sarca’s sneaker-heel hybrid.
On top of trying on the looks, visitors were able to buy customised versions of the designs, directly supporting the emerging designers. FabriX showed its commitment to young talents by showcasing them through a URL turns IRL lens, a natural progression we’ve seen taking place throughout the fashion industry.
Hosting a runway show is one of the most costly things to do for an emerging fashion brand. There’s renting the space, hiring a PR company, set design, backstage and model casting – let alone producing the actual collection – to think about. Fashion shows have also been criticised for being elitist and for its environmental impact, considering flocks of editors, buyers and influencers are flown in just to attend. A digital response might just be the fix.
FabriX is leading the way towards a digital approach to fashion, which eliminates a lot (if not all) of these issues by platforming emerging designers to the public. Stay tuned for the next FabriX takeover during Paris Fashion Week.
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