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London Fashion Week has a noticeably pared-back schedule this season, as economic uncertainty, shifting brand priorities and a decline in sponsorships continue to reshape the fashion calendar. To showcase their seasonal collections, a growing number of designers are stepping away from traditional runway formats in favor of more intimate and immersive experiences.
Patrick McDowell is among the designers who opted out of a physical show this season, instead hosting an intimate dinner on the rooftop of Soho’s Aqua Nueva restaurant, in partnership with mycelium innovation company Ecovative. For McDowell, the decision was as much a creative rethinking as it was a financial necessity.
“Shows are very expensive,” he told Glossy. “You can do a show on a shoestring for £30,000 ($38,000), but even then, you’re calling in a lot of favors. Big brands might spend millions. And right now, sponsorships just aren’t there like they used to be. A lot of marketing budgets have been reallocated, and that’s made it harder for smaller brands to justify the cost.”
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