York Fashion Week heads in a new direction

Following the postponement of York Fashion Week 2020, the brand management agency behind the week-long event – NIMA – has redesigned the website in a bid to support local businesses.

The site now acts as a hub and directory for any businesses and creatives previously involved in York Fashion Week. It provides a platform for people to work collaboratively to generate new and innovative ideas to ensure that products and services can be accessed safely during these unprecedented times.

There are a number of exciting examples demonstrating how businesses are diversifying, including:

Sonia Schofield is York Fashion Week’s head of hair and makeup. She plans to entertain people with online makeup tutorials via her social media pages. Due to a number of weddings being cancelled, she has opened her books for the next two years.

Styled by Sara is an accessible, inexpensive styling service for all women, with the aim to inspire and educate women on how to look and feel their best. To adapt to these challenging times, Sara is offering a step by step Wardrobe Edit Guide and even Virtual Online & Shopping Sessions.

Copper and White is usually found at The Shambles Market in York and provides a luxury shopping experience boasting collections inspired by modern women who desire something new and contemporary, stylish and luxurious. The founder of the business, Clare Morris, quickly added her collection to her website to continue trading and is offering customers 20 percent off when they purchase two items or more online.

Cooper King Distillery is run by a local couple who offer sustainable spirits. They built the distillery which is powered by 100 percent green energy. Though they’ve always traded online, the brand now offers free UK delivery. They’ve also been busy creating their own hand sanitizer, which is available to buy from the website. All profits go back into the production of more sanitizer which is being donated to the NHS for free.

Deaf Identity is a Harrogate based business, promoting Deaf Awareness. A range of fashion featuring slogans that are sometimes even signed! York Fashion Week was to be their first runway show, but you can now view their entire collection on their website.

Olivia Brabbs Photography is the Head Photographer for York Fashion Week, whose day job has been vastly affected by the recent changes. Though many shoots aren’t able to go ahead, Olivia is able to work on various product shoots – she will carry out a full risk assessment.

Half the Ocean is an evolving range of handmade jewellery inspired by coastal landscapes. This innovative brand has created some real masterpieces with upcycled materials, and is now moving into something new with their latest collection, “Wild Waves”, which is made from plastic that has been washed up on the beach.Founder Kathryn Hick will be back later in the year to show off her collection, but for now you can view the Half the Ocean brand through their Etsy store. https://www.etsy.com/shop/halftheocean