Courtesy photo. Paris’s haute couture Fashion Week will go digital this July, translating the craftsmanship of couture to a virtual format for the first time. However, I do think this format does not really play a strategic role when it comes to the final customer as clothes on puppets are hard to really appreciate and desire. Courtesy of Erdem. Among the brands that did something relevant I can mention Moschino, with its wonderful, ironic representation of the puppet show. However, with this digital fashion show the fashion scene can be uniquely expressed through three-dimensional animation. Runway shows are expensive but in the digital realm, small brands can be scrappy and creatively produce a digital presentation or film on par with the big brands. In general, the former opted for catwalk-like formats with high quality photography, while the latter were most often more creative in their film concepts. I think the lack of physical shows with an audience in attendance and all the following that comes with them has generated a greater distance in terms of empathy with the final consumer. But, it does mean needing to take some risks. Smaller brands tended to gravitate towards lookbooks or audience-less shows that were a bit more intimate, but still captured the dynamic feels of each collection piece. Comments, questions or feedback? This is in contrast to traditional Paris Fashion Week events, where the majority of coverage comes from France, the U.S. and the U.K. Jason Wu RTW Spring 2021  What was inspiring to see is how each brand interpreted their digital events; certainly highly produced short films like the Dior Couture event were memorable but it doesn’t negate from the creativity displayed from brands like Balenciaga, who took to a more unique approach and made a (self-proclaimed) music video, featuring their collection in the empty streets of Paris at night. Who broke through: There were so many thoughtful shows during fashion week, but the brands that stood out were Isabel Marant, Ulla Johnson, Jason Wu, Balmain, and Simone Rocha. Emanuele Farneti, editor in chief of Vogue Italia and L’Uomo Vogue: Overall impressions: I think it’s fair to say that over these past few months, a new fashion narrative has taken shape, one that did not exist at all before. Absent that, I don’t need lavish productions. Digital experiences and assets also need standardised formats for adoption to accelerate. Gap between big and small brands: For sure the decision of the big brands (such as Gucci, Bottega Veneta, Off-White) of presenting their collections in different moments instead of [during] the fashion weeks is still ringing out and everyone is looking forward to see what they will do next season. Federica Montelli, head of fashion, Rinascente: Overall impressions: I watched all of the digital fashion weeks, from New York to Paris. Little to nothing has been done in that direction. One of the films that stood out was “Amor Fati” by Marine Serre, which proved that the brand is here to stay. Halpern RTW Spring 2021  Who broke through: Two brands that really stood out were Sunnei, in July, and GCDS, in September. Both of these shows were entirely digital. To become a Vogue Business member and receive the Technology Edit newsletter, click here. There’s an entire ecosystem of a physical fashion show that can create a synergy that leads to a social media explosion. That in itself is a huge opportunity for small brands who have a huge digital following. Inglês’s presentation was part of a virtual reality fashion event produced by creative agency Ryot (which is owned by Verizon) and the Fashion Innovation Agency, designed for virtual reality headsets, although it can be watched on a computer. Citing Cecilie Bahnsen’s moody moors, Thom Browne’s epic Olympic Stadium, Dior’s exceptional performance and art fusion, Marine Serre’s surreal futurist Body creation. And having one place where everyone could view all of the content was great, it felt even more democratic — anyone could get involved and be part of it. Apr 21, 2016 - Explore Pamela Fain's board "Fashion show ideas", followed by 324 people on Pinterest. The brands are really struggling with it”. As with any newly born language, this one also needs time to be fine-tuned. Around Paris Fashion Week; Balenciaga received 368,249 video views for a YouTube video showing its summer 2021 pre-collection with models exploring Paris city streets alone, wearing sunglasses at night. All of the big houses had been able to travel to destinations. Privacy Policy and Finally the Louis Vuitton [men’s show’s] cartoon by Virgil Abloh. They are not much more than content suitable for brand’s fans, the only ones who can cope with the boredom of watching a sequence of different looks. Victoria Beckham’s digital presentation in an art gallery was very poetic with sculpture and paintings matching the collection and the use of slow motion sometimes. Gap between big and small brands: The gap is much less compared to physical events, despite the difference in the number of followers each one has on social medias. Still, he says that brands are eager to learn from creatives who have the agility and tech know-how to take more risks. After experimenting with digital formats this summer, Paris, London and Milan Fashion Weeks have decided to return to physical shows in September. We could also speak to the Christian Siriano show, which ranked second in Media Impact Value ($3.1 million) overall in New York, taking a place on the podium for the first time by generating strong interest from his backyard garden show in Connecticut. Front and back of house show runners, a head dresser and crew, an expert seamstress, key hair and makeup professionals, a crack audio visual company, a lighting company with prior experience doing fashion shows (essential), a sound designer who will work closely with the designer’s team on creating the perfect soundtrack, set fabricators, a great graphic designer and printing house, … Imagining that these presentations were probably more cost effective too than the runways. Gap between big and small brands: Some of the more emerging talents really stepped up and inspired us. “In a pre-COVID-19 world it was much more evident, as the budgets and resources needed to stage great spectacles are limited to a handful of houses.”. Courtesy of GCDS. “Instead, it opens a whole new dimension of fashion possibilities and future dreaming, allowing us to expand the wearable vocabulary in ways that become inclusive of our digital identities”. Lisa Aiken, buying and fashion director, Moda Operandi: Overall impressions: Brands are being incredibly creative and figuring out how to adapt to this new normal of digital fashion weeks. Courtesy of Celine. Don't miss the top fashion industry news breaking this week. But it’s really about the clothing, isn’t it? Moschino with its puppet show did something fun. There are still struggles in making the two languages coexist. The collection was a foreshadowing of fashion to come. Nick Knight, the visionary architect of digital fashion shows. Shows for The Fabric of Reality were meant to be like stepping into the mind of each designer, which goes beyond what traditional show notes can do, Drinkwater says. For me, a lot of the best shows had a physical element, with or without an audience. They Are Wearing: Snow Day Style in New York City. Courtesy of Sindiso Khumalo. I appreciated both versions, but definitely missed the in-person interactions of fashion week. There, visitors could see and speak with the other guests' avatars and the designers, who were all attending from home. Gap between big and small brands: I think digital has played a significant role in not only leveling the playing field, but in amplifying brand messages on a more global scale. In collaboration with PR team KCD's Digital Fashion Shows platform, British designer Zoe Jordan streamed her show online, on September 10th. The great thing is that smaller brands are in a better position to be able to do that than the more established houses. Similarly, the designers of HFW presented collections in the ocean among fish, walking on water amid giant flamingos or on another planet entirely; when watching live, viewers could “like” and “react” similarly to watching an Instagram Live. It’s what works best, and at the end of the day, isn’t it the most obvious thing to show the clothes worn in their environment? Digital Fashion is the visual representation of clothing built using computer technologies and 3D software. Attendees at the event, called The Fabric of Reality, could fly around her “runway” inspired by ocean creatures floating in space. Courtesy of Boramy Viguier. So now they're faced with these new ways of using technology to appeal to the customer,” Burke says. 3D Fashion design is developed using software like VStitcher or DC Suite.VStitcher is a 3D fashion design software that builds virtual, true-to life garment visualisation with cutting-edge simulation technologies for the fashion industry. Fashion Digital Marketing Tips - Proven tips and ideas to market your fashion brand Description In this new article, we will be sharing some fashion digital marketing tips that will bring your fashion/product based business into the light. I noticed huge stylistic efforts, but little spontaneity in digital events. The grandiose settings, listening to the music live, the energy you feel, and seeing the clothes in person speak to all of your senses — so videos needed to be really captivating in order to be effective and memorable. Courtesy Photo. His venue was also a first: a Vatican City in the clouds. The digital schedule also allows for a more fluid schedule, I don’t need to pick between two competing shows across town; I can easily open a new tab and start watching the next show back to back. Each designer showing during HFW and The Fabric of Reality was paired with a digital expert with experience creating in the medium, which Mora says was crucial to success. Who broke through: Marine Serre’s short film “Amor Fati” was very powerful and was designed with a complete scenario while showing the collection. The digital-only collections created for HFW’s Digital Village allowed viewers to pre-order physical garments, or, after the week’s events, claim a limited edition digital garment, which could be “dressed” on the customer’s picture or used in virtual spaces. GCDS (the video game room) by Giuliano Calza: all the items were incredibly realistic, they presented the collection in a completely new technological and revolutionary way. So how do they replicate that? Gap between big and small brands: For the first time, show and Internet were treated as complementary partners. And Moschino’s show was brilliantly entertaining with its recognizable puppet models and audience created by Jim Henson’s Creature Shop. It’s hard to compete with the Grand Palais, a … He anticipates a knowledge gap being a limiting factor, and thinks fashion brands will increasingly turn to the gaming industry to recruit talent. How 5G will change AR and digital fashion. A technological effort that was very interesting and engaging. Brock Collection RTW Spring 2021  We saw his spring 2021 collection, one of his strongest to date, during the resort season, allowing both buyers and clients to engage with the collection without the buzz of runway season as a distraction. Normally you would expect that big brands, with bigger budgets, could put in play a range of smart and beautiful strategies not only aimed at promoting a potentially new way to present [the collections], but also formats from which they could gather content for social media and communication throughout the year. The creative process was similar to familiar methods: sending patterns to digital tailors with notes, reviewing, fitting and editing together, then selecting the music, models and venue. Meanwhile, digital — together with the carbon footprint that brings—is already a crucial part of most fashion weeks, allowing brands to reach a wider audience. It was joyous whilst also acknowledging fashion’s place in a world where clothes were maybe the last thing people were thinking about. The digital-only collections created for HFW’s Digital Village allowed viewers to pre-order physical garments, or, after the week’s events, claim a limited edition digital garment, which could be “dressed” on the customer’s picture or used in virtual spaces. On the contrary, it all looked lukewarm. © Artwork hand printed by Hannah Cousins, exclusively for Vogue Business. Paris Fashion Week videos Louis Vuitton Spring/Summer 2021. See more ideas about fashion show, fashion show party, fashion. There was a distinction in the way small and larger brands presented. “The tech world is built around testing and putting it out there when it’s not perfect, and that is a different philosophy than fashion shows have,” Burke says. Who broke through: Khaite’s choice of presenting the collection allowing the guests to see the new season’s items by scanning a QR code and having the items appearing in 3D renderings on their phones as if they were really present on their coffee tables or desks, was really funny and innovative. Clothing is naturally the focal point of Fashion Week shows, but these innovative fashion shows prove that presentation is just as important in selling the garments. Who broke through: The only one I spotted and really appreciated for its vision is the movie by Ukrainian brand TTSWTRS. Who broke through: There were many brands that produced interesting concepts. In general, I believe that the young age of the founders, who grew up and were formed in an already digital era, can, at this moment, help them emerge. The app was piloted at the London Fashion Show in February and the beta version is currently available to download. Overall, the shorter fashion films that deviated from a simple runway show were the most effective, as they capture the viewer’s attention and provide an element of surprise. Fashion Digital Marketing: 12 Creative Ideas to Market Your Fashion Brand & Increase Sales Fashion digital marketing is one of the best ways to improve brand presence and sales, as well as increase brand awareness, and is easily trackable so that you can get immediate feedback and determine if a campaign is working. I was not interested in the presentations, but more interested in the product. Gap between big and small brands: The playing field is somewhat more leveled when the platform is the same for everyone. How they respond in their creative way let us actually discover new aspects of their world. I appreciated both versions, but definitely missed the in-person interactions of fashion week. It was refreshing to see brands big and small take a more genuine approach to fashion this season. Courtesy of Khaite. “There's great insecurity because you're judged on your ability to be creative in a seven- to nine-minute show.”, Patience is key, experts agree. The effect is simple but very effective, and new to boot: clothing in its natural habitat. “Shows have evolved to where it wasn’t just about selling items or looks. Our industry really proved to be adaptable, and personally I felt that many brands successfully showcased their incredible ingenuity. Who broke through: We loved how both Chloé and Balenciaga were able to make runway a reality by filming in the streets, one by day and the other night crawling. Overall impressions: We have watched almost all digital fashion, mostly Milan and Paris. They would be amazing formats for so many reasons: They’re new, replicable, engaging throughout the season and they might also encompass physical events when we will be able to host them. “Amor Fati” by Marine Serre. 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