British Vogue has announced the launch of Vogue Fashion Now, a new editorial-led initiative to support the British fashion industry. Vogue Fashion Now will encompass numerous initiatives to support and highlight the talent of British-based designers during a challenging year for the entire fashion industry due to the pandemic.

Vogue Fashion Now will launch today on vogue.co.uk with “Shop The Shoot”, a timely update on British Vogue’s popular Vogue Shopping Weekend franchise, and end on Sunday 6 December. “Shop The Shoot” is a multi-brand, instantly shoppable fashion story, styled by contributing fashion director Kate Phelan and photographed by Scott Trindle, filled with buy-now, wear-now favourites from British designers’ latest collections, available to purchase directly via their e-commerce websites. 

“Vogue Fashion Now is a rallying response for the vibrant British Fashion industry during the most testing of times. British Vogue wants to shine a light on British designers – to celebrate their diversity, creativity, resilience and positive impact on our community. If this time has taught us anything at British Vogue, it is that keeping our industry alive is not only important, it is crucial – and its survival will depend on united courage and confidence. See you online!” said editor-in-chief Edward Ennniful OBE.