Fashion brands must invest in strategies that make experiences both digital and live, otherwise, they will not survive. Lively CEO, Mike White, spoke to Campaign Magazine UK about London Fashion Week 2021

We all know that LFW is best enjoyed from your sofa, but that’s just a short-term fix – brands, ignore the power of digital at your peril! Fashion should now move beyond showcasing collections to work on a hybrid experience that takes place across physical and digital platforms and multiple timescales, by creating ongoing and culturally relevant conversations.