NEW YORK (Reuters) – From models struggling inside an empty museum to designers who are absent from the catwalk calendar, this season’s iconic fashion weeks are being redrawn with a new look. many expect when traditional runway demonstrations begin.
COVID-19 restrictions on fashion weeks in New York, London, Milan and Paris have made a significant dent in the past year, with brands rethinking how they hold online catwalk showcases.
While many are hoping to return to the events usually dominated by customers, editors and celebrities, digital shows – which have opened fashion week to a wider audience – are likely to stay ahead.
“Digital first is what we keep seeing,” British Fashion Council Chief Caroline Rush told Reuters.
While streaming shows are nothing new, the pandemic has accelerated a trend in an industry that in recent years turned to social media to target younger consumers.
Some labels, including Gucci and Tommy Hilfiger, sat out fashion week this season. Versace is showcasing its collection after its regular show, Milan Fashion Week, came to an end.
“We will see corporate runway displays from these big brands that can pay for multi-million dollar entertainment events. But they may not be during traditional fashion week and may have an audience that is mostly consumer, ”said Lauren Sherman, chief journalist for The Business of Fashion.
“There has been a real shift in the balance of power that was already happening … But now there is proof of the idea, if you want to miss fashion week, it may not be. going to hurt your baseline. ”
Beyond the usual expensive catwalk events, most brands were streaming pre-recorded videos on a fashion week platform.
On display this season was an abundance of bright colors to evoke emotions in an industry that saw closed stores, factories and studios in the pandemic.
“A big part of the fashion week outside of the shows was getting the community together … and feeding (ing) off that creativity and so, with that lack, no it’s the same, ”said designer Rebecca Minkoff, one of the few to host a live show in New York.
“But for those who can be creative and innovative, now is the time to figure out how to pivot and for those who do, I think it’s a great opportunity. there. ”
Reporting by Alicia Powell in New York and Marie-Louise Gumuchian in London; additional recital by Hanna Rantala, edited by Emelia Sithole-Matarise