Do you know about the Digital Fashion shows that took center stage during the Pandemic?
With physical fashion weeks on hold due to the prolonged effects of the COVID-19 pandemic, the niche world of digital fashion is being gradually catapulted to the mainstream. The arrival of coronavirus at our doorstep has forced all kinds of events to take the digital route. From music concerts, award shows, literary festivals and even fashion shows; digital has become a collective refuge and often the first response. As for fashion shows, while no one predicted a near-complete halt that the industry has witnessed globally; eventually, it has unfortunately become so. Forced by this crisis, fashion experts and curators began imagining newer formats to stay relevant. And as a result we have seen the rise of virtual events, which have now become mainstay if not mainstream. Here is presenting to you a few insights about what these ‘Digital Fashion Shows’ actually entail.
The Haute Couture COVID-19 Digital Fashion Show:
The world’s first entirely virtual fashion week--Shanghai fashion week, was recently streamed online in October 2020. According to its organizers, this week-long event generated $72 million in online sales and garnered a total of 11 million Livestream views.
Talking of virtual events, even the popular Moscow fashion week chose to go digital during the pandemic and had over 830,000 people streaming it. Now, Milan Fashion Week is combining physical and digital with Prada pushing the hybrid format to the next level.
According to Sanjoy K Roy, MD Teamwork Arts, an online pret show is an extension to the online session mania and should work well. “Fashion exists in a visual spectrum, with fashion shoots and enhanced imagery, be it against a heritage backdrop, a street scene, an over the top set or well-appointed backdrop. The photographer, model and the clothes, Work as a collective to create an image which is desirable. The only issue is that front benchers won't get to flaunt their cash by showing off their couture.”
A year into the Pandemic Milan Fashion week stays ‘Digital’ and is not switching to ‘Physical’:
Fashionistas are having to log on to soak up the glamour at Milan Fashion Week, which remains online a year after the coronavirus first swept into northern Italy. No sharply dressed crowds attended the extravaganza's opening on Wednesday: It was virtual catwalk shows only, with the likes of Armani and Prada presenting new women's collections for autumn and winter 2021-22.
The word "coronavirus" was just starting to pop up in conversations among members of the global style elite as they gathered for the February 2020 edition of Milan Fashion Week. Italy's first outbreak was taking hold in Codogno, an hour's drive away. That prompted Armani to announce it would present its collection behind closed doors - a first in fashion history.
COVID-19 would quickly spread across Italy, prompting the first national lockdown in Europe as the crisis swiftly took on global proportions. A year later, the global luxury sector is in dire economic straits, with few reasons to dress up as comfort-wear has become the new uniform for the housebound.
Milan organizers nevertheless through their sheer will organized the latest Fashion Week, held a digital show in February this year, to show that the industry can adapt in the face of crisis.
The increase in Digital Fashion shows due to the lingering effects of the COVID-19 pandemic:
According to some experts, because of the lingering effects of the pandemic, digital will continue to remain an integral part of fashion shows across the world.
While a virtual fashion week could never really rival the old standard, however, the use of evolved technology is making virtual shows look equally impressive. Show curators are using drive thru, green screen, augmented reality and visual effects to create an illusion of a near real event.
With physical fashion weeks on hold, the niche world of digital fashion is being gradually catapulted to the mainstream. As we move to a pandemic with no near end in sight, digital fashion shows could become even more immersive and hi-tech as the discipline evolves.
