Fashion will be virtual this summer in Paris, prompting designers deprived of the enthusiasm of fashion shows to attract audiences in other ways.
The Couture Week, a selective event with distinction, exclusively Parisian, promotes handcrafted clothes and handcraft professions with pieces that constitute masterpieces, which starts today and lasts for three days, followed by the men's fashion week until July 13.
Every fashion house listed on the FBI's official calendar will reveal its collection through films broadcast on time on dedicated platforms.
This method may be unprecedented in the field of fashion, but it allows to reach a wider audience, while the pace of fashion week will be more intense than ever with 14 shows sometimes per day.
This is a new style for fashion designers who have been clearly influenced by the changes caused by the "Covid-19" epidemic, and are expected to send messages across their collections about the post-Corona world.
"For me, the stone has formed a station for deep reflection and for cleaning up the fashion circles, which see many things sometimes," said Italian Maurizio Galante, in his workshop overlooking the roofs of Paris and the Eiffel Tower. Today he will broadcast a movie that he screened along the lines of Dari "Dior" and "Sciabarelli".
He sees fashion online as “providing an opportunity to pass messages to an audience that will be focused on the viewer rather than looking at the front row seated” for celebrities, which is usually an essential part of every major fashion show as the designer explains.
«Artistic» films
In a metaphor between fashion shows and theater, the designer sees that watching these fashion films is like moving from theater to cinema, and they are two artistic genres "with their completely different language".
He is very happy with this experience and compares it to the preparations for the Christmas table, where the enthusiasm is greater at the stage of visualization and shopping, including the moment of serving food.
The Vietnamese fashion designer, Shona Tu Nguyen, explains that the "artistic video" of her brand will not show the entire group, but rather "it will be an exciting advertisement" to bring viewers to another world.
The designer assures: «innovation is possible even when everything is gone, and without even electricity. "I can live without fashion for a while, even though I think I will miss her in the end."
Dior promised a "surprise", today, during its high fashion show. On July 22nd, the French House organizes a show for its marine group in southern Italy, on the central square in Lecce, but without an audience.
Dior's Chairman, Petro Beccari, said at the end of June during a press conference: “It is extremely important that we have a show, because luxury should evoke emotions and influence, and nothing brings all of this except a direct fashion show in which we feel the spark of the creative moment.”
It is not a magic solution
The general manager of the "Promise Vision" exhibition for fashion accessories, Del Labord, believes that digital fashion is not a magic solution, but "the only way at present to showcase innovation and revitalize the sector."
He added: "We must launch the wheel again," noting that the process is long, as a whole year separates the display of fabrics and accessories in the exhibition and the sale of pieces made of them, and six months between the fashion show and the arrival of clothes to stores.
He considered that the break imposed by the pandemic "may be intellectually important for designers", who may find new forms to highlight their work, especially since fashion sales via the Internet continue to rise.
Dior President: "Luxury should stir up emotions, and nothing brings that but a direct fashion show."
14
Casually a day.
Director of the show:
"Digital fashion is not a panacea, but it is the only way to revive the sector."