Last Thursday, the 28th of May, the Fédération de la Haute Couture et de la Mode of Paris has announced that the Haute Couture Fashion Week will be held, as usual, in July. The event will be totally digital and will follow a new format.
Fashion insiders from all over the world can breathe again. They finally have something to look forward to, an event which will try to take back some normality in the surreal situation we are going through. From March, all the traditional events of the fashion system have been delated or temporary suspended, leaving a hole in the field. To re-start is exactly what we need right now: this is the reason why the news is deeply appreciated by everybody.
The Haute Couture week will develop on a dedicated digital platform, where brands will present their collection according to the usual schedule. In the statement released, the Federation explains that “Each House will be represented in the form of a creative film/video. Additional content will be included in an editorialized section of the platform”. Make space for some creativity then, now more than ever, also because the event will spread on many new levels and brands need fresh ideas to step up.
The Haute Couture is the first test bench for Parisian Federation. The format is indeed likely to be extended to the menswear and womenswear ready-to-wear seasons, in the next future. In the meantime, many brands are working on exclusive and private events, through which consolidate their relationship with customers, beyond the official schedule. The Haute Couture is, as well, the most difficult season to bring online. The materiality of the garments – extremely detailed and incredibly curated – always arises emotions difficult to recreate through a screen. Without mentioning the locations, which are integral part of the magic and will be discarded fro now. However, the cinematographic medium has all the potentialities to do a great job.
The season will be unlike anything we have ever seen before. The fear is that, in this already competitive market, only the bigger names will succeed – because of their already established fan base and, especially, because of their economic power. Our hope is that this unpredictable heart-quake will give new space to creativity. Together with the willingness to adapt and to explore new territories, this is the only way out of this stormy sea.