Up until 2020, we had been used to models walking down the runway, showcasing the newest collections of designer clothes and accessories. Every spring/summer or fall/winter season brought to light the latest creative current and set the trend for the entire year. However, the artistic environment has changed dramatically over the past few months due to the global situation. This led to a series of transformations concerning the traditional scenario of fashion shows during the pandemic.
Before the pandemic
Twice a year, the fashion capitals of the world (Paris, London, Milan and New York), organized buzzing fashion events. This is where top designers presented their vision of what people should wear that season. Not only the clothing items were important there, but also the models’ hair and makeup. Hundreds of stylists, makeup artists, nail technicians and seamstresses worked under pressure so that every last detail was close to being perfect. Not to mention the spectacular audience of thousands of fashion lovers, celebrities, critics and photographers all under one roof.
Postponing the design and production processes was one consequence that fashion houses faced due to the Covid-19 outbreak. The sharp decrease in sales and inability to promote their collections physically also had a big influence on how designers adapted their art to the current international events. Some brands reduced the number of collections they were going to release. Others closed stores in various locations. But the most famous fashion houses like Chanel, Valentino, Dior and Gucci took advantage of this time of isolation and made the most of their creativity and technological resources.
Fashion Week 2020/2021
As the strict safety and health laws prevented such events to take place, a new digital era of fashion emerged. Therefore, spectacular virtual presentations, pre-filmed or broadcasted live, allowed anyone to participate from the comfort of their own homes. This time around, not only the clothing mattered, but the vision, the story and the innovation needed to create an authentic experience for the public. Here are a few examples:
In this way, the online world became the top priority for fashion designers everywhere. As the entire concept of fashion shows took place virtually, the profit was also made through online shopping. It’s no wonder that PR and Marketing teams in the industry have been constantly brainstorming how to organize fashion shows during this pandemic. Who knows what they will look like in the future?
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