The 1990s and early 2000s were the golden age of fashion weeks, when tents in Bryant Park signaled the opening of a season of glamour, celebrity and the celebration of design. In the 2010s, as new technologies and opportunities emerged, the format that was once characteristic of fashion weeks around the world started to disintegrate. In 2020, in-person experiences were suddenly impossible, and as much as everyone craved that semblance of normalcy, a few things became clear. Traditional fashion shows relied on the curation of an experience that was fueled by energy used to highlight the garments. In a video format, however, while it is possible to translate that (mood), few digital shows gave proper attention to the actual pieces and the detail and hard work that went into crafting them.
There are a lot of benefits to digital presentation. Access is democratized, and any fan of a designer can tune in to see their latest collections. Gone are the days of waiting to catch a glimpse of your favorite model or socialite leaving a show, since everyone has the same view from their couches at home. There is also a major sustainability angle here, since virtual shows eliminate the need for overseas travel and the impacts of event production. According to Ordre, attendees of fashion weeks in New York, London, Paris and Milan are responsible for 241,000 tons of carbon dioxide emissions, which is enough energy to light Times Square for 58 years. This is a massive price to pay for a few events each year, and digital presentation provides a solution.
That being said, consumers have been slow to accept digital shows, and engagement numbers reflect that. But since the digital format isn’t going anywhere, there are a couple ways to move forward. The biggest opportunity lies in capitalizing on the ability to share a narrative, giving fans a look into every aspect of building the collection. The Maison Margiela documentary by Nick Knight is a perfect example, as GoPro footage, Zoom interviews and text messages were combined with comments from creative director John Galliano to build a never-before-seen window into the creative process of a couture house that is notoriously mysterious. As the world shares its desire for connection, projects like these are a gift to fans of fashion who are eager to soak up every detail they can.
There are a lot of benefits to digital presentation. Access is democratized, and any fan of a designer can tune in to see their latest collections. Gone are the days of waiting to catch a glimpse of your favorite model or socialite leaving a show, since everyone has the same view from their couches at home. There is also a major sustainability angle here, since virtual shows eliminate the need for overseas travel and the impacts of event production. According to Ordre, attendees of fashion weeks in New York, London, Paris and Milan are responsible for 241,000 tons of carbon dioxide emissions, which is enough energy to light Times Square for 58 years. This is a massive price to pay for a few events each year, and digital presentation provides a solution.
That being said, consumers have been slow to accept digital shows, and engagement numbers reflect that. But since the digital format isn’t going anywhere, there are a couple ways to move forward. The biggest opportunity lies in capitalizing on the ability to share a narrative, giving fans a look into every aspect of building the collection. The Maison Margiela documentary by Nick Knight is a perfect example, as GoPro footage, Zoom interviews and text messages were combined with comments from creative director John Galliano to build a never-before-seen window into the creative process of a couture house that is notoriously mysterious. As the world shares its desire for connection, projects like these are a gift to fans of fashion who are eager to soak up every detail they can.
The COVID-19 pandemic set off a chain of innovation across industries, pushing brands to reconnect with purpose and find unique ways to communicate that to their audiences. On standards of creativity, noteworthiness and progress, Loewe surpassed everyone’s expectations with a project that was quite the opposite of digital. To highlight the key inspirations behind the Spring Summer 2021 Men’s collection, created a tangible, sensory experience through items that were mailed to those who would have normally attended the event. The #ShowInABox contained a note from creative director Jonathan Anderson, paper lookbooks, fabric swatches and more. Through these and details about the intended set and soundtrack, not only can people imagine what it would have been like to attend, but they can also hold their own piece of it.
Though it doesn’t take away the pain and tragedy of 2020, it is amazing to think that some of these feats of artistry would not have happened without such a vast global reset. In the next decade, designers should continue to push the boundaries of industry traditions, creating experiences that speak to the vision of each collection in innovative ways.
Though it doesn’t take away the pain and tragedy of 2020, it is amazing to think that some of these feats of artistry would not have happened without such a vast global reset. In the next decade, designers should continue to push the boundaries of industry traditions, creating experiences that speak to the vision of each collection in innovative ways.