On Friday, 12th June 2020, London became the first major fashion capital to stage a “virtual fashion week”, broadening involvement beyond the industry and into a global digital audience.

Rather than relying on static content delivery, the experience was designed to activate audience contribution at scale, allowing audiences to become part of the event, rather than just watch.

The British Fashion Council used Amondo to activate audience-generated content and gain clear visibility into how people engaged throughout Fashion Week. The experience brought together content from designers, creatives, brand partners, media, retailers, and cultural institutions, engaging audiences across the weekend.

This opened the door to a fashion show created entirely from community-generated content, marking a first in London Fashion Week history.

Supported by Amondo throughout the weekend, the experience ran smoothly, allowing the British Fashion Council team to focus on delivering the wider Fashion Week programme and landmark event.

You can explore the Digital LFW experience below:

And here’s a snapshot of the community-generated content activated during the #LFWCatwalkChallenge:

If you want to learn more ways brands are using Amondo, explore our case studies here.