Digital Fashion Week Returns to London with Groundbreaking Phygital Experiences

Digital Fashion Week™️ (DFW), a global platform for hybrid fashion shows and immersive tech-driven experiences, is returning to London – 18th September, running in parallel with traditional fashion week events.

Positioned at the forefront of fashion’s tech evolution, DFW challenges the norms of how we design, produce, buy, and wear fashion. With immersive exhibitions, futuristic runway shows, and thought-provoking discussions, DFW invites both industry insiders and digital natives to reimagine the fashion experience.

Digital Fashion Week kicked off on 11th September at Shift Midtown, NYC, and now heads to London’s Epic Games Innovation Lab on Thursday 18th September. These events will spotlight the future of fashion through a dynamic blend of physical and digital (phygital) presentations.

Attendees can expect an interactive runway powered by real-time motion capture, crypto jewellery from Brilliantcrypto, and augmented reality (AR/XR) fashion in collaboration with PixelCanvas. From print-on-demand accessories to virtual showrooms and viral AI agents, DFW’s offerings span both IRL (in real life) and URL (online) realms.

“Digital Fashion Week is excited to show what is possible in fashion through our series of events, curating immersive experiences that push the boundaries of realities and merge realms into a single layered experience,” said Clare Tattersall, founder of Digital Fashion Week.

This year’s theme centres around cutting through the noise of emerging tech to find meaningful, engaging applications in the fashion industry. The event dives into how technology can enhance creativity, deepen consumer interaction, and challenge long-held industry standards.

Expect NFC-chipped accessories, gamified jewelry design, and even hologram AI agents — all designed to spark new conversations around wearability, creativity, and identity in the digital age.

At its core, DFW is built on three pillars: thought-leadership, innovation, and creativity. The London edition includes an all-day speaker series featuring industry leaders, technologists, and designers:

Featured Talks – 18th September 

1:00 – Real-Time Runways: Where Fashion, Motion, and Multiplayer Collide
Speakers: Moin Roberts Islam (Seed Studios AI), Sallyann Houghton (Epic Games), Joey Lee (PixelCanvas)

• 2:00 – Reskinning Reality: The Future of Digital Couture
  Led by: Matthew Drinkwater & Costas Kazantzis (Fashion Innovation Agency)
• 3:00 – The AI-Augmented Designer: Redefining Creativity and Talent
  Speakers: Leslie Holden (The Digital Fashion Group), Elly Cheng (Portal:M)
• 4:00  – The Fashion Aesthetic as Intellectual Property in Digital and Beyond
  Speakers: Blake Lezenski (Brinc), Ben Garton (LeapfrogAI)

The centrepiece of the London edition is a world-first multiplayer live motion capture runway show, powered by PixelCanvas and Epic Games’ TwinMotion. This next-gen runway experience blends performance and participation, featuring designs from:

• Right Direction
• Loreine
• Stephen Vineburg

With each designer incorporating AR/XR elements, the show breaks down the barriers between physical and digital fashion, setting a new benchmark for what runway presentations can become.

Featured Exhibits & Activations 

• PixelCanvas Multiplayer Motion Capture Runway
• Brilliantcrypto – Design, create, and sell digital jewelry
• Decentraland Virtual Showroom – Try-on photobooth with IRL replications
• Right Direction – Print-on-demand fashion accessories
• ClubMiku – Viral hologram AI agent
• Stephen Vineburg – AR/XR fashion installations
• TwinMotion – Real-time Unreal Engine tool demos

Whether you’re a designer, developer, brand strategist, or fashion enthusiast, DFW offers a unique look into the future of the fashion industry — one where creativity meets code, and runways expand beyond reality.

Tickets & Info:

London Edition: https://lu.ma/DFW-LONDON

Metaverse-Only Edition: https://lu.ma/metaLONDON