Caroline Rush CBE, CEO of British Fashion Council

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The Business of Sustainability

Caroline Rush CBE, CEO of the British Fashion Council for over a decade, discusses the business of sustainability in the industry and supporting emerging talent

How important to commerce is content? The connection between commerce and digital content has become more important than ever. When it comes to London Fashion Week, the pandemic forced many designers to re-evaluate the ways they communicate with their audience, transforming the way fashion is consumed. Since we launched the digital LFW platform back in 2020, we’ve seen a lot more focus on creative content rather than actual product, offering designers visibility with digital projects and more opportunities for storytelling and international reach. The digital platform has enabled designers to expand their creative worlds and convey their brand message in new and exciting ways, allowing them to build a community. How do you approach challenges in general – what tools do you have in your armoury to stay positive? It’s been two very difficult years. The pandemic has hit everyone in the industry but with every challenge comes opportunities and we need to continue to stay optimistic – we have incredible designers, innovation and creativity, and that continues to resonate around the world. The pandemic also gave us a chance to rethink the fashion industry and an opportunity to change and work towards creating an industry that is more sustainable, equal and diverse. As an organisation, we are committed to celebrate the industry’s best practice and encourage future business decisions that create positive change. How do you think last year affected the industry and how was BFC forced to pivot in light of these? The global pandemic left us in a state of emergency with many businesses struggling to stay afloat but as ever, the British fashion industry demonstrated resilience and determination and what emerged was charity arm, activates talent support initiatives and allocates several scholarships each year to students, aiming to strengthen those leading the way in terms of creativity, positive business growth, environmental and community impact as well as to increase the diversity of the talent pool. Now, more than ever, it is important to champion talent and to support our emerging and young businesses while increasing the diversity of the talent pool. Can you expand on how BFC supports a drive towards more sustainable practices and do you think this is a key requirement for consumers to date? Consumers are increasingly favouring brands with a commitment to environmental sustainability and it’s fantastic to see British designers at the forefront of this movement. The BFC champions designers and businesses that employ sustainable practices. In 2020, we created the Institute of Positive Fashion (IPF) to support sustainability and help the British fashion industry to be more resilient and circular, working as a hub for industry research, discussion, debate, and evaluation. Through the IPF, BFC is working on a 10-year strategy to enable the industry to reduce climate and societal impact in line with UN goals. In June last year, we hosted our first Institute of Positive Fashion Forum, a thought leadership event designed to galvanise the British fashion industry alongside international businesses into global collaboration and local action, ahead of COP26. Last September, we also launched the Circular a display of incredible creativity. In terms Fashion Ecosystem, a project with an aim to of London Fashion Week, the pandemic fa- create a blueprint to share with other organcilitated a total reset. We were very quick to isations and nations to guide them in their efmove online, creating a fully digital event forts to create more circular businesses. that was accessible to everyone, indus- What advice would you give to entrepreneurs try members and public alike. It forced us in the current market? The current market is to think outside the box and challenge the undoubtedly challenging but young designnorms and ideas of how we traditionally ers, as digital natives, can really use techlook at fashion weeks, while having to think nology and social media to their advantage of new ways to promote our designers on a to leverage their businesses. Entrepreneurs global scale. Since we have emerged from within the fashion industry can think strathe pandemic, we have used these learnings tegically about how they present collections to create a hybrid event that encourages de- in order to minimise costs to their business. signers to show when and how is best suited The digital LFW platform, which hosts everto them with all seasons still open to both green multimedia content and is accessible men’s and womenswear designers. to industry professionals and consumers, What has been your approach to scaling BFC means that emerging designers can take part and supporting emerging talent? The UK has a in the event through virtual presentations, reputation of having some of the most inno- look books and films. Not every business vative and creative talent and it is important model is the same for everyone and there is that we nurture that creativity in a way that not only one recipe for success. Social media improves equality, equity, and opportunity so can be used creatively to connect with conthat the fashion industry remains open to all. sumers and expose young brands to a much We approach supporting the future growth wider audience base. I am consistently imand success of the British fashion industry by pressed with the innovative approaches emfocusing on education, grant-giving and busi- ployed by the next generation of creative talness mentoring. The BFC Foundation, our ent across each of these platforms.