Indie group UK Boutiques hosts first virtual fashion show to reach shoppers during lockdown

UK Boutiques, a collective of four UK-based fashion indies, hosted its first virtual fashion recently. The group is the brainchild of Penny Callaghan, owner of Colmers Hill Boutique and From Your Mother’s Garden. Its members also include Rottingdean boutique Elif Kose, London’s Lagom and Swaffham indie Artichoke.

The indie owners met through online marketplace Down Your High Street and are joining forces to share their expertise and market their stores collectively.

UK Boutiques broadcasted its first virtual fashion show last week to coincide with VE Day. The video, which is available to view on its website, Facebook and Instagram, features the store owners modelling outfits in their gardens.

The group invited shoppers to watch a premiere on social media at 8:30pm on Thursday 7 May. They could then follow links to the group’s website for further information on buying the featured garments.

The first show is based on a patriotic ‘red, white and blue’ theme. Garments include a Diagonal Striped Top from Marble and a button through dress from Elif Kose’s own label. There’s also a Bonbon 50s dress by Lagom and a Spot Shift Dress from Pomodoro.

“We are really pleased with the response our virtual fashion show is receiving,” says Callaghan. “The video has already been viewed by thousands of people, with the figure growing daily. It is a great way to reach a wider audience and cost effective to pull people through to our websites. We are already planning our next collaboration.”

Many UK-based fashion indies are keeping their businesses going during the lockdown by selling online. While online sales of clothing saw an initial decline in March, the sector is now showing signs of a recovery.