Online vs offline : How fashion weeks go online and what’s next
Due to the spread of the coronavirus, fashion weeks are canceled, so this Summer there will be no male and couture shows in the world's fashion capitals. The organizers are trying to re-invent the format by translating shows and presentations into the online space.
Let's see what comes of this.
It was decided to transfer the Milan Соuture Fashion Week to Autumn and combine it with women's shows, and in New York, Men's Shows were moved to July to combine with textile exhibitions.
The conditions in which designers are now are not easy, as they need to finish collections right now. Therefore, the decision of the organizers was to transfer the impressions online.
Shanghai Fashion Week shifted to virtuality very quickly: it was the first fully digital fashion week. In this, the Tmall platform, owned by Alibaba, helped them. More than 2.5 million people watched the opening ceremony of fashion week and about 6 million viewed the shows.
Shanghai designers say that online formats have significantly expanded the audience, many small brands were able to reach the international level - if not in terms of sales, then at least in the opportunity to show their collections.
Streaming is not such an easy task as it seems. You need to listen to the needs of the audience and conduct a dialogue based on respect. One of the key tasks of designers is not only to show things, but also to convey information about the collection as exciting as possible.
The fate of the men's exhibition in Florence Pitti Uomo, which should be held from June 16 to 19, while the organizers decide. "History shows that personal contact is very important in fashion. Of course, digital space provides more options, but I don’t think that displays or exhibitions will disappear. The most sensible changes are those that open up many opportunities", - says Pitti Uomo CEO Raffaello Noleoleone.
The idea of a remote, fully digital fashion week still looks very fantastic. Not all operations in the implementation of a fashionable product can be performed remotely. It turns out that virtual shows will become a solution only if the pandemic ends soon and the fashion cycle can return to its normal rotation.