Since March 2020, the physical experience of the fashion shows carrousel spread over the 4 fashion capitals came to an abrupt standstill when Covid hit us.
Everyone all of a sudden had quality time to reflect back on their (professional) lives. Fashion designers knew that they had to come up with alternative ways for the presentation of their from home made collections.
The only way up was a digital version, as we no longer could come together during fashion weeks season. The fashion months of sep-oct 2020 en feb-March 2021 were living proof that even in testing times of a pandemic, we continued to indulge in original, emotional, and beautiful collections through the digital lens.
But there was also the realistic thinking process if fashion month should be reviewed, revamped or be broken up ?!
Because proof was there that through our online narrative, we continued to stay connected with our audience, we reached our consumers. Even in a more direct, personal way.
So do we still need to organise a live fashion show ? Do we need to follow the fashion calendar ? Do we need to choose one of the fashion capitals to present ? Or can we just show wherever we want, whenever we are ready, as we will always be able to connect online with everyone ?
We are now 18 months later and we just wrapped up fashion month for the presentation of Spring Summer 2022. All 4 fashion capitals choose the hybrid system; we enjoyed the in person catwalk shows again and the digital option many designers decided to explore even more.
What a human delight being able to watch the clothes live, to touch the garments in the showroom but above all share and discuss these experiences with others in the moment. Meanwhile we also embraced the newest digital versions of fashion films, videos and gamification discovering the latest collections of the fashion creators on repeat.
Though I noticed something has changed, or should I say evolved ? Some of the catwalk shows presented a complete different type of approach.
We had blockparty’s in New York where we could join in, shows announced where it was going to happen and we all could register to come.The chosen models who walked the walk were you and me. I got to know better and discover more black fashion talent thanks to the fact that amazing in full force communities like Harlem’s Fashion Row and Black in Fashion Council were included to the CFDA list amongst their fashion colleagues.
In Milan, Francesco Risso not only invited his guests to the show but also asked them to come to the studio beforehand to try on their Marni outfit. His catwalk presentation felt like one big sense of belonging, everyone is included, a welcomed member of the Marni community.
And in Paris, Demna Gvasalia for Balenciaga gave us not only his interpretation of the red carpet catwalk but also spoiled us with a bespoke “The Simpsons” episode in a local theatre. Especially the sense of humor was a real treat, hardly happens in the fashion world. The funniness was the start of a thinking process. It’s clear that this was an invitation to make you think, to make you tick: What is his message through the presentation of the SS22 collection?
Here again we see the Fashion designer encouraging his audience to question life and therefore fashion related matters. The fashion show, whether it’s in person or digital, is no longer the presentation of your latest creations. But also a communication tool of explaining where they are, their identity, their criticism and their way forward in the fashion industry.
We feel more like a participant than a watcher. We feel more involved, respected when the brand wants you to take part in this new way of presentation.
Shared experiences embrace the democratisation of fashion. We are all invited to sit at the FROW. We all become a privileged audience.
The interaction-invitation is the new direction we need to take. We realise that witnessing a shakeup of the runway prototype has a positive impact. We welcome it, want more of it and see this as the future of fashion.
Because there is no time like showtime !
Tbc.
TeDe
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