The digital universe dominated the summer fashion weeks, where, due to the health emergency still in force, organizations opted for hybrid formats, mixing events, conferences, and interviews with a completely new presentation of the new collections.
The challenges certainly do not end here, especially since the coronavirus emergency is not over yet, but what appears clear from the fashion week programs is that the fashion shows will undergo a radical transformation as never before this season. In fact, if digital mode was still an experiment in summer meetings, this time digital will certainly be more studied, the result of the experience gained in the previous season.
The first appointment is that of New York, whose events will begin this Sunday, September 13, and will end on the 17th. For this season, New York Fashion Week has opted for a combination of digital and live events.
In the second case, the public will consist of a maximum of 50 people, who will have to wear a mask for the entire duration of the event and undergo a temperature measurement at the entrance to the location.
In support of the physical events there will be the Runway360 platform, a portal available to designers on which they can present their garments. The platform will also host an e-commerce portal, exclusive content and an augmented reality program. The physical and digital fashion shows will be accompanied by various Talks and other exclusive content aimed at enriching the digital offer.
Unfortunately, the great absentees of this edition are many. Some of the fashion houses now recognized as real institutions among the American fashion committee including Ralph Lauren, Michael Kors, Marc Jacobs, and Tommy Hilfiger will not participate in the week. The event program is available on the official website of the organization.
The appointment with fashion continues with London Fashion Week from September 17 to 22. Many of the scheduled events will take place in a live format. Indeed, about 32 fashion houses have joined the initiative to show live, so as to bring buyers as close as possible to the new collections.
Burberry will open the digital shows, while Roksanda and Pronounce will close with the physical shows.
Victoria Beckham will also organize a physical event, while Simone Rocha, Christopher Kane, and Sharon Wauchob will present the collections by appointment. Among others, JW Anderson, Bora Aksu, Phoebe English, Osman, Liam Hodges, Molly Goddard, and Stephen Jones will adopt the digital format. As happened for the summer presentations, most of the events will present gender-neutral collections, with a slight prevalence of women’s clothing.
London is followed by Milan Fashion Week, which will start from 22 September to 28. Around 28 physical fashion shows and 24 digital ones will be on the calendar. Among the subjects of the physical event, surprisingly there’s Valentino. The Italian fashion house decided to bring its spring-summer 2021 collection on the catwalks of Milan instead of Paris. “The current situation we are experiencing has forced us to make an unusual decision. I believe that, in this historical period, it is of fundamental importance to remain focused on the work to be done”, stated the creative director of the Maison Pier Paolo Piccioli. “It is exciting to be able to think of new ideas, and this is the time, in which ideas can grow and spread. Milan is a new opportunity, a great project that I am developing with my teams, on the concept of identity”.
Meanwhile, the president of Camera Moda Carlo Capasa emphasizes the importance of promoting young emerging designers. For this reason, Milan Fashion Week will also host the events of Milano Moda Graduate, a space that enhances new talents.
Paris will close the month dedicated to fashion. Paris Fashion Week will start on September 28th and end on October 6th. There are many innovations, among which the unexpected absence of Saint Laurent, Comme des Garçons, Junya Watanabe, and Noir Kei Ninomiya certainly stands out. The collections of these last three brands will be presented in Tokyo from 19 to 23 October in the seasonal Comme des Garçons showroom.
Like other organizations, Paris will also offer physical and digital events. In this regard, it is certain that Christian Dior, Chanel and Louis Vuitton will propose live events. There will also be 10 new entries to show, including the Georgian brand Situationist and the London brand Wales Bonner, winner of the LVMH Prize in 2016.
Amongts the familiar brands to show there are Givenchy, with the new creative direction of Matthew Williams, Maison Margiela and Miu Miu. Among the new ones, Gabriela Hearst and Mossi.
Cover credits: Dior FW20 – final catwalk Photo: Andrea Adriani / Gorunway.com