Paris Fashion Week tests a digital format
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Paris Fashion Week tests a digital format

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These are undoubtedly times of great innovation for the fashion world, experimenting new solutions and exploring new frontiers. These novelties, designed to provide a response to the crisis due to the coronavirus pandemic, represent a topic often discussed recently by the experts from the sector, but also by the younger generations of designers and stylists, such as the Fashion Design and Fashion Styling students attending MKS Milano Fashion School.

After the new strategies applied by London Fashion Week in June and Milano Digital Fashion Week coming in July, it is the turn of the Fédération de la Haute Couture et de la Mode to reveal in a press release the online edition of the next Paris Fashion Week – “It’s not a substitute, it’s something new,” explained the executive president Pascal Morand. The French fashion’s governing body has decided to transform the SS21 men’s fashion week into a digital event taking place from 9 to 13 July 2020, whereas virtual couture shows have started on Monday until 9 July, involving most household names, among which appear Chanel, Dior and Valentino.

This French fashion week’s digital shows follow the footsteps of the experiments making their way through the industry, as demonstrated by the decisions taken for Milan’s fashion week or the hybrid show proposed by Burberry in September. In this case as well, the goal is to bring fashion shows online thanks to important partnerships with experienced digital platforms such as YouTube, Google, Instagram and Hylink, a Chinese agency that will enable a cooperation with WeChat, Weibo and Little Red Book.

The official press release specifically announces the use of an innovative digital platform that will allow the Paris Fashion Week to reach a much wider audience than in the past, precisely because of the internet’s ability of raising its accessibility and visibility. The online platform will be divided into several sections, starting with the official calendar, where each participant will unveil its creative video or film on the appointed day. The “Professionals” section, on the other hand, gathers communication material that the households want to share with accredited professionals, while another section will be dedicated to the events of the week, such as discussions and concerts. Finally, in the “Magazine” space it will be possible to consult interviews, behind the scenes and contents about the brands’ collaborations, culture and heritage, while in the “Sphere” it will be possible to enter the virtual showrooms dedicated to emerging designers.

The creation of a video no longer than 20 minutes, used to present the new collection and to express the brand’s creative process, represents the main guideline to participate in the fashion week, thus leaving room to creators from a content and narrative point of view. This is a challenge that designers have taken up without hesitation and that has given them the opportunity to test new creative tools and attitudes. Participants include Louis Vuitton, Loewe, Dior Homme, Dries Van Noten, Berluti, Hermès and Lanvin, while Givenchy, Acne Studios, Ami and Valentino will be absent for various reasons.

At the end of experience we will be able to draw conclusions for the future, evaluating its problems and strengths, because, if on the one hand we lose the emotional impact of a live show, on the other hand digital formats have the great potential of reaching new audiences and exploring new ways of presenting collections.

Sources:
VogueFédération de la Haute Couture et de la ModeVogue Business

 


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