British Council 

"Utopia" an eight-minute Virtual Reality documentary filmed at the International Fashion Showcase,  the first official partnership between British Council and British Fashion Council, part of London Fashion Week public-facing programme, held in London 19th - 22nd February 2016. 


Direct Drive TV and INITION collaborated  with British Council and British Fashion Council  to film at this year’s International Fashion Showcase. Presenter Rachel Anthony interviews designers  from: Austria, Czech Republic, Indonesia, Lebanon, Nigeria, Philippines, Portugal, South Africa, South Korea and Ukraine to  share their versions of Utopia and discuss their design inspiration.  Curators: Anna Orsini – British Fashion Council discusses the cultural aspect of fashion showcased through emerging talent,  Niamh Tuft - British Council talks about the curatorial theme "Utopia". 


Filmed at Somerset House, which was transformed into an imaginary terrain where an emerging generation of international designers and curators from 24 countries shared their versions of the Utopia. 


The merging of fashion and technology through virtual reality and 360 filming delivers a fully immersive and engaging way for designers to showcase their work. The beauty of virtual reality is being immersed in hard to access places and awe-inspiring spaces. 


Leroy Smith, CEO of Direct Drive TV said, ‘through our collaboration, we have taken a fresh look at documentary making exploring innovation through diversity to ensure that the future of fashion is stitched in virtual reality’.

IFS 2016 

Launched by the British Council and British Fashion Council in 2012 as part of the Cultural Olympiad, the International Fashion Showcase (IFS) is an annual cultural exhibition of international fashion. Now in its fifth year, IFS is free and open to the general public during London Fashion Week, engaging with an audience of fashion enthusiasts and industry alike. As a key part of London Fashion Week's public programme each February it aims to highlight and celebrate the universal relevance of fashion in contemporary culture. IFS invites fashion authorities from all over the world, via their embassies and cultural institutes in London, to exhibit their most exciting emerging designers in specially commissioned and curated installations. To date 450 of the most exciting international designers from 60 countries have exhibited in the IFS initiative. 


For IFS 2016, the British Council and British Fashion Council will present work by emerging fashion designers from 25 countries in an exhibition at Somerset House curated around the theme of Utopia. In a prize-giving ceremony during London Fashion Week a panel of industry experts, chaired by Sarah Mower MBE, will select a winning Country, Designer and Curator.