COVID-19 AND DIGITAL FASHION: A NEW ERA OF FASHION?

Streaming fashion seemed a concept very far from the mind of any exponent of fashion. However, due to COVID-19, it was necessary to take a leap forward in time and come up with new concepts to be the future of the fashion system.

Milan, Paris, New York, and London Digital Fashion Weeks have in fact given the opportunity to peek through the backstage of the fashion shows, admire the looks in front-row lives and get an idea of what will be the trends of next year, without having to learn them from any intermediary, opening the doors of fashion to everyone. Whether this is positive or negative is a judgment we leave to you, the truth is that this Digital Fashion Week has been much more successful than the previous ones, obviously thanks to the social networks that have become ambassadors.

The streaming of the fashion shows has allowed not only brands to explain the values of the collections to a wider audience, but also to fans of feeling part of a world often considered too snobbish. Perhaps it is too early to draw conclusions, we will see in a few months if fashion decides to continue riding this democratic wave or will once again take on the charm of the unattainable.

MILAN FASHION WEEK

A lot of news for the first Milan Fashion Week at the time of Covid: fashion shows in physical form, but also digital and above all very few foreign models. The numbers of this Milan fashion week are still important with more than 150 events: 64 fashion shows, 61 presentations, 12 presentations by appointment, and 22 events. Of the 64 fashion shows 23 were in presence and 41 in digital form. The 61 presentations instead were 24 digital and 37 face to face.

“Fashion is the second largest Italian industry and it is the one that exports the most – said the President of the National Chamber of Italian Fashion, Carlo Capasa at the opening of fashion week in Milan – we cannot fail to give a positive signal, if we close ourselves at home we risk sending many families home. All brands have received very precise instructions to protect everyone to live with the virus. Fashion has taken the field against covid by putting a lot of money and producing masks, now is the time to preserve companies, so we have asked the government for appropriate measures, which unfortunately are not specific, but we are the producers of 41% of fashion in the European Union, we are the first and we must preserve this fabric and we are doing our best, now the government and the European Union must do it too“ (1) 

Here are some innovative “fashion shows”, if they can still be called that, of this first MILAN DIGITAL FASHION WEEK:

MOSCHINO

picture from lastampa.it (2)

Marionettes. They are the protagonists of the video of the Moschino collection for next summer 2021. The choice, very ironic, obviously arises from the need to avoid gatherings and in compliance with the measures to prevent Covid-19.

Take a look at the show: https://www.youtube.com/watch?reload=9&v=AcWcNn7OnKM

EMPORIO ARMANI

Picture from emporioarmani-buildingdialogues.com

The Giorgio Armani fashion show was live on La 7 but he also released the video “Building Dialogues” made at Silos for the new collection men’s and women’s spring-summer 2021. “A symbolic gesture in support of those arts – music, dance. and acting – which were particularly penalized by the long period of lockdown and are still in difficulty today”: this is how Armani explains the choice of wanting actors, musicians, and dancers to be protagonists, alongside the models, of “Building Dialogues”.

see here https://www.instagram.com/p/CFg6mzpDy7m/ 

According to Dmr’s analysis, the Milanese shows have reached over 618 million users on social networks (Facebook, Instagram, Twitter, YouTube, and Weibo) and created an engagement of over 15 million. Milan fashion week totaled an Earned Media Value which includes print, web, and social media of 35.4 million euros with a growth of 352%, on web and social media compared to the Digital fashion week in July, also thanks to the involvement of brands who participated in the event. In total, the 4 main fashion capitals have generated an Earned Media Value that is close to 90 million euros. Everything happening in perfectly safe environments and following the precise instructions to protect everyone from the virus, using avatars, dolls, and virtual paths.

SOURCES AND CITATIONS

  1. https://newsrnd.com/life/2020-09-23-fashion-shows-at-the-start-in-milan 
  2. https://www.lastampa.it/moda/2020/09/26/news/fashion-week-le-modelle-marionette-di-scervino-a-bolgheri-1.39353062  

https://milanofashionweek.cameramoda.it/it/calendario/2020-09-22/ 

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