The Virtual Runway
As the threat of escalating the COVID-19 pandemic becomes more and more imminent, high-fashion companies have felt the need to make more fashion shows virtual in order to keep models and viewers safe. Designers everywhere are being encouraged to form new ways to showcase their collections and express their ideas during the digital fashion weeks staged to replace big production catwalks and presentations this season. Many fashion shows have already taken place virtually, demonstrating the many pros and cons of “at home fashion shows”. Here is the latest update on which shows will now be held online vs. in person.
Image Courtesy: WWD
July 14–17
Italy’s Camera della Moda team announced a cyber-focused men’s and women’s fashion show format with new July dates titled Milano Fashion Week Digital. From panel discussions on social media to virtual showroom appointments, this season’s physical-digital showcase will allow designers to present whatever they want, whether it is similar to past looks or completely out of the box. “Everybody can decide their own message. One advantage is that in a digital world rather than in person is that you are free to find your way of expression. We said to everybody, ‘You have from one minute to 15 minutes, and you decide what you want to show,’” Carlo Capasa, the president of the Camera della Moda, told Vogue Magazine.
While digital shows could create new challenges, many companies are taking advantage of this unique opportunity to use their creativity in hybrid shows, as well as have a more flexible fashion calendar. Saint Laurent announced its departure from this year’s preset schedules and beyond. “Conscious of the current circumstance and its waves of radical change, Saint Laurent has decided to take control of its pace and reshape its schedule,” Anthony Vaccarello, the house’s creative director, announced in an Instagram post published in April. “Now more than ever, the brand will lead its own rhythm.”
Image Courtesy: TheIndustry.Fashion
September 2020
Some companies are getting more creative than just a virtual showing of their fashion show. Known for his annual fashion show spectaculars, Kerby Jean-Raymond of Pyer Moss is proving that playing it safe doesn’t always mean canceling all large gatherings. In light of social distancing efforts, Jean-Raymond is staging a full-fledged drive-in fashion experience tour to showcase his new film American.
January 2021
In April, Pitti Immagine Uomo postponed its spring fashion week from June to September with the idea that some socially distanced shows could still happen. However, the organization recently decided to defer all physical presentations until January 2021, meaning that the men’s fashion week would only gather once in Florence this year due to the Coronavirus pandemic. However, we have been told that Pitti Immagine will launch a digital platform titled Pitti Connect aimed at enhancing exhibitor connectivity this July.
Image Courtesy: Samaa
The idea of a poetic, virtual fashion space online could certainly provide a thrilling challenge for the fashion industry. As Vogue Magazine so artfully stated: “science fiction and video games have long been a vehicle to build a utopia, hinging on the idea that beyond our physical realities we can build something better.” Can virtual fashion do the same?
Strike Out,
Writer: Tabitha Labrato
Tallahassee