Fashion has always had the power to adapt to the times, always reflecting society and its circumstances. The proof of this is in its pioneering, almost chameleon-like adaptation to the “new normal”The new format of the Fashion Weeks, which we already knew, has been transformed into one that ensures social distancing: Fashion Week will be digital and this will change everything.
Many firms have already had to adapt to this new era, in which we live reality from the window and from our screens computer. Trade has skyrocketed onlineThe computer is used for interactive museum visits and even for meetings of friends. This complicated moment that we are living has forced the cancellation of very important appointments, such as the MET Gala, the Cannes Festival or the CFDA fashion awards.
This fall from the fun of fashion could not continue. Designers like Jacquemus have set up campaigns via FaceTime, Zara and Bershka have shown us how beautiful a lookbook homemade. The next step was obvious, though risky. But if the fashion industry is not launched, what will become of it? That’s why the British Fashion Council has announced that the next London Fashion Week it will happen, in June and in digital form.
Paris and Milan will follow suitThe first one will take place from July 9th to 13th and the second one from July 14th to 17th. Nor Barcelona Bridal Fashion Week has been left out of the equation, although it will be in September and with a more hybrid format that counts on the measures having been relaxed and they can organize some face-to-face event.
This new format allows all kinds of presentations, from digital gateways to podcastThe most popular are the “Crazy”, the “Youtube” shows and the “Virtual Campaigns”. They may even be more open and we can all access the show, because the capacity constraint disappears. Mind you, what will become of Fashion Weeks without its street style? Will we then create the concept home style?
Photos | Gtres.