London Fashion Week / Lead Frontend Developer

Fashion Week goes digital

Bringing London Fashion Week online: a digital stage for designers, collections and the stories behind them.

My contribution

I led frontend development for the 2020 platform, building the browser-based experience for video, audio and image content. My focus was performance, search visibility and a technical foundation the team could keep developing over future seasons.

From physical event to digital platform

When Covid-19 moved London Fashion Week online, the team had less than three months to translate the energy of the event into a digital experience. The platform needed to give collections a compelling home beyond the runway.

A stage with room for individuality

Designer profiles paired collection imagery and films with inspiration and references. Customisable colour palettes let each designer express their identity within a shared platform. Joss Bibby led the design and product direction; my role was to bring the experience to life on the frontend.

Built around discovery

Responsive layouts supported browsing across devices, while a content feed brought together material from other channels. The schedule helped visitors navigate the programme, evolving after 2020 to accommodate both physical and online events.

Ready for the next season

The modular design made seasonal updates part of the platform’s structure. That matched my technical priority: a maintainable frontend that could support the project beyond its first launch.

Technical detail & tools

The frontend used React, Next.js, TypeScript, GraphQL and Styled Components. I selected the stack with performance, SEO and ongoing development in mind.