Fashion designer Gareth Pugh poses for a photograph in front of his creations, exhibited ahead of his London Fashion Week show in London, Wednesday, Sept. 16, 2020. This is no typical year, though, and London Fashion Week is decidedly less glamorous. “This is not a full-blown fashion week - it’s not mass audiences. It’s very much happening in private and the scales have tipped in favor of digital,” said Caroline Rush, chief executive of the British Fashion Council, which organizes London Fashion Week. Even before the virus outbreak, brands had been experimenting with technology to get to broader audiences by streaming shows online.