Creativity finds a way.
Milan Fashion Week and Paris Fashion week have just happened. The designers took this opportunity to reinvent their brands, transferring live events — such as trade shows, product launches and catwalk shows to the digital sphere.
All sorts of technologies played out in real-time, although I think Loewe’s “Show in a Box” is one to be treasured. It brought a tactile-analogic-experience to the table in a box filled with fabric samples. There was even a maquette of the set, evoking those whimsical pop-up children’s books.
Moreover, Jacquemus showed us that a socially distanced runway doesn’t have to be rocket science. Quite the opposite: He transferred models, looks and even some guests to a wheat field (similarly to what he did previously in a lavender field). No wonder, the show became an instant Instagram hit.
Traditional buying models have become increasingly challenging to navigate and what we saw this month were brands creating compelling virtual and social distance experiences. In an industry so desperate to reinvent, the abrupt suspension of Fashion Weeks may not have been entirely a bad thing.
