Key Words: Innovation.  Evolution.  Agility.  Adaptability.  Creativity.

Abstract:

The Covid 19 pandemic and its consequent impact on both the creative outputs and media coverage of fashion graduate collections in 2020 was both crystallised and defined by the Graduate Fashion Foundation. It emerged as the only art and design annual academic event which continued despite restrictions.  Founded in 1991 and the focal point of fashion graduate media for 30 years, the charitable organisation formerly known as Graduate Fashion Week, is the original global showcase for both National and International fashion graduate collections. In 2020 it faced an unprecedented crisis.  The previous media construct which consisted of a London centric event presenting catwalk shows, graduate and industry stands, portfolio displays and visitors exceeding 30,000 over a four-day period was no longer a viable method of media operation.  Within the space of three months - between Spring and Summer of 2020 - The Graduate Fashion Foundation, had to completely transform its modus operandi and create a new normal which deployed both innovation and evolution.  The challenge was to transform its former physical entity – a showcase which had taken decades to develop - and create a digital world which was equally communicative and engaging, appealing to both fashion graduates and industry alike.  Using data, statistics and factual detail – both historic and contemporary - from Graduate Fashion Foundation in addition to interviews with their Chairman, Trustees, Patrons and Communication Director this paper explores the evolution.