During the last fashion week season, the fashion industry gradually accepted the presence of the COVID-19 and some designers took precautionary measures. Designers like Giorgio Armani made a last-minute decision at the Milan Fashion Week FW20 to show his latest collection in an empty theatre while it streamed live on its website, Instagram, and Facebook pages.
With the continued presence of the coronavirus, designers will have no choice but to move on with the times and go digital or have a show with fewer people whilst observing social distancing rules. The change has already begun and the future of traditional fashion shows might just lie in digital technology.
The pandemic is forcing some fashion brands to show collections digitally in London, Paris, and Milan by June and July. Designer Dries Van Noten said in a Zoom call on Tuesday that he doesn’t plan to have a men’s show in June or a women’s show in September. We can’t help but wonder how models are coping financially during this period.
According to Vogue, Alexandre de Betak, founder of Bureau Betak, is currently experimenting with a live show for a brand that will have no audience in attendance. He has been reviewing digital filming technologies that will allow for streaming complex layers of images that would allow viewers to see, for instance, the catwalk and the front row with inserts for details.
Alexandre’s agency is the production agency behind shows of labels including Christian Dior, Saint Laurent, Kenzo, Michael Kors, Rodarte, and Gabriela Hearst as well as high-profile events such as the LVMH Prize. He believes that “the fashion weeks were a very old machine. That is ending. Not dying — but reborn.”
Read the full article on Vogue.
Photo credit: Getty Images
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