The Moschino marionette show was by far  the most original and captivating concept. For smaller fashion brands, the more creative and innovative the shows are, the more viral the videos can get. But Erdem’s show was equally memorable in its simplicity and beauty – a livestream of models walking through a tree-lined avenue. Who broke through: The only one I spotted and really appreciated for its vision is the movie by Ukrainian brand TTSWTRS. 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. These large luxury brands were unique in choosing to present so many looks, as most of the smaller brands tended to have a significantly reduced number of looks in their collections. Additionally, Leonard Paris is a smaller label that stood out with its floral-print-heavy 2021 collection presented as a trip to the beach, generating 40,155 views on YouTube. But Erdem’s show was equally memorable in its simplicity and beauty – a livestream of models walking through a tree-lined avenue. For example, one way designers spoke to the current environment was by showing off their new collections in social media videos set outside, with models social distancing, or in the case of Moschino, not using humans at all. Christian Siriano generated 299,893 responses on the social media posts he shared during New York Fashion Week, around his NYFW show that took place in his backyard. To that end, her agency, which will unveil a fashion VR experience this week, is currently working on six immersive experiences and only one involves a headset. They present a Fashion Show for the class. I see new designs all year round regardless of the season or timing. Cecilie Bahnsen RTW Spring 2021  Federica Montelli, head of fashion, Rinascente: Overall impressions: I watched all of the digital fashion weeks, from New York to Paris. Prada’s conference where Miuccia Prada and Raf Simons answered audience questions after the digital runway stood out as it let us get to know their vision and approach. Gap between big and small brands: In terms of creativity, I think big and small felt very comparable. Here’s what they had to say: Marianne Romestain, buying director at Galeries Lafayette and BHV Marais: Overall impressions: It was very interesting to see brands’ outtake when facing the particular times we are experiencing. Overall impressions: I caught most of the content released by brands via their social media platforms and web sites. Those who only chose to work on the product clearly struggled, whether the budget available was big or small. I think that after this pandemic, fashion brands and fashion designers will use both an e-fashion show together with an onstage fashion show. Also, Thom Browne’s futuristic video was a really fun and unique way to present his clothes. I doubt they can really expand the brand’s audience, but probably this is not part of [the brands’] intent. But it’s really about the clothing, isn’t it? Kiko Kostadinov RTW Fall 2020  The key ingredients to a good fashion show are a general theme, a well-coordinated team, and a well-designed program. I loved the video for Michael Kors, which really showed the inspiration behind the collection. Between Sept. 17 and 22, there were 276 tweets mentioning Nensi Dojaka and 195 tweets mentioning Maximilian Davis. Here are the top five best fashion show themes of the past decade (but really, of all time, if … Or it should be. Stories about digital fashion and its design, including wearable technology and manufacturing techniques such as 3D printing. This season it was. Apr 21, 2016 - Explore Pamela Fain's board "Fashion show ideas", followed by 324 people on Pinterest. Two days later, London designer Damara Inglês presented an immersive installation that all but defied gravity. ; Raffles and other fundraisers - A simple raffle will add to the fun of the evening, and to the take. For this reason, I don’t agree with the excessive criticism I read after the first weeks of phy-gital fashion. The opportunity for fashion. Brock Collection RTW Spring 2021  “The fashion industry, for as creative as it is, is a creature of habit. 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. Who broke through: I still find the Jacquemus show from July to be one of the strongest examples of using the pandemic to one’s advantage in a way. What made this season so special was that designers created collections and presentations that were personal and authentic. 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. 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 range of digital expression was frequently impressive and satisfying. H99: Fashion shows are a traditional format for presenting new ideas and designs of how humans choose to present themselves. Courtesy of Sindiso Khumalo. Overall impressions: We viewed collections both digitally and in the traditional show format, as well as in buying appointments. Both he and Murphy point to the sale last May of a $140,000 CryptoKitty, which is essentially one-of-a-kind digital art, to show how much people are willing to pay for digital-only designs.. Gap between big and small brands: A positive result of digital fashion weeks is the democratization of shows and presentations. Gap between big and small brands: In general, they all responded with enthusiasm and creativity. It does not always mean that the produced content is adequate. 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. In comparison around last year’s slate of Fashion East designers, between Sept. 13 and 17, 2019 no presenting designer was mentioned in more than 36 tweets during London Fashion Week. I appreciated both versions, but definitely missed the in-person interactions of fashion week. A technological effort that was very interesting and engaging. I also appreciated that the shows were accessible even after they went live, in case I wasn’t able to attend live due to conflicting schedules such as homeschooling or doing drop-off or pickup with my kids. Courtesy of Collina Strada. I felt similarly about seeing the recent Celine and Raf Simons shows, not having to factor in a large physical audience and the hectic back-to-back schedule of a fashion week these designers were able to transport their collections to settings that added a different element to their showings. This humorous approach was a breath of fresh air that clearly resonated with viewers, as this was one of the most shared collections on my Instagram feed amongst the “smaller” brands. Gap between big and small brands: Actually the digital format lets all brand sizes have their own narrative and thanks to special effects or 3D and storytelling, everyone can showcase their vision. Linda Fargo, senior vice president of the fashion office and the director of women’s fashion and store presentation, Bergdorf Goodman: Overall impressions: The fashion tribe is nothing if it’s not adaptable and responsive to the times! The simplicity of ideas brought to their excess has always been a force in fashion, and Balenciaga can do it masterfully. Those that won the challenge were the ones that over the past few years built a system of values around the brand and whose narration today results even more enhanced by new digital tools and the context in which we live. Alessandro Maria Ferreri, founder and chief executive officer, The Style Gate consulting firm: Overall impressions: I watched them all. Those hybrid events, physical and digital, earned those three megabrands the most in terms of Media Impact Value, as tracked by Launchmetrics. Viewers “claimed” half of designer Patrick McDowell's 100 available assets in two days. 'We Need an Exit Strategy,' London Retailers Tell British Government, As Technologies Evolve, Opportunities Abound for Beauty Brands, Jenna Lyons on Her LoveSeen False Eyelashes, Philipp Plein Outspoken on Changes in Fashion, Company Adjustments. I could feel his love for fashion even through the screen, and his craftsmanship and talent really came across, a difficult feat when not in person. The app was piloted at the London Fashion Show in February and the beta version is currently available to download. So now they're faced with these new ways of using technology to appeal to the customer,” Burke says. The great thing is that smaller brands are in a better position to be able to do that than the more established houses. Courtesy of Prada. While physical shows have their own flavour and feel, the digital scenario has led me to adapt to a new scenario and I believe it is for the better.” Currently busy prepping for LFW, which goes digital from October 21, she says, ”digital fashion shows are certainly more organised. All of the big houses had been able to travel to destinations. If you have a great idea this is the moment to use it and you’ll be listened, people will remember. 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. Who broke through: There are not many that impressed me so much. “Fashion brands tried just streaming a runway show, and it didn't work. 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. In the end, the most important thing to keep in mind, is to create content which will resonate with the voices that matter, in order to maximize your amplification and reach your end consumer. They eventually came around, and he predicts that they’ll do the same for digital experiences — perhaps, he suggests, by curating VIP VR experiences for couture customers that foster emotional connections. Digital is now directly impacting the way fashion generates its ideas, with designers making use of actual consumer insight for inspiration to determine the next viable best seller. Balenciaga CEO Cédric Charbit revealed that fashion shows, for example, have a reach of 10 million viewers globally compared to the 600 guests that physically attend Paris Fashion Week. Gap between big and small brands: While larger brands certainly have an advantage in creating more videos and larger scale productions, overall this way of presenting collections has narrowed the gap creatively between larger and emerging brands. 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  Gap between big and small brands: We didn’t see a gap between what small and big brands accomplished this season, and I applaud each and every designer that carried the torch forward and continued to move their business ahead during this challenging time. Top retailers, editors and creative directors weigh in on the brands that best used the digital medium. 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. My personal highlight was Balenciaga’s video — creative and cool. Fashion-tech consultant Karinna Nobbs has already observed that the pandemic has opened up consumer eyes to digital fashion, but says there is still a missing “sustainable revenue opportunity” for brands. Do took his signature tailoring, pulled back the structure, and softened it for the current world. Paris Fashion Week videos Louis Vuitton Spring/Summer 2021. Balenciaga’s film was particularly visually impactful, as you’d expect, and with its high production values felt more like a music video than a fashion experience. Ownership is transferred through a partnership with fashion-focused blockchain platform Lukso. Both of them did 3D animation projects that were very enjoyable and entertaining. 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. Who broke through: There were many brands that produced interesting concepts. Physical vs. Digital Presentations: Assessing Investments Through Milan’s Best Practices. Last but not least, Rick Owens in Venice. Is it too early for physical fashion shows? And Moschino’s show was brilliantly entertaining with its recognizable puppet models and audience created by Jim Henson’s Creature Shop. Patrick McDowell was inspired by the concept of a queer-friendly Catholic church for his recent Helsinki Fashion Week collection. The dystopian inky mood of the times was well reflected in videos by Rokh, Khaite and Sacai. It was joyous whilst also acknowledging fashion’s place in a world where clothes were maybe the last thing people were thinking about. Privacy Policy and If we talk solely about shows presented through movies, I think the industry lags behind. Gap between big and small brands: In some ways, the switch to fashion weeks primarily being a digital-only experience is a huge advantage to the big brands. Helsinki is the first time a fashion week has created and sold digital versions of every piece, so it’s too soon to know how commercial this will be. 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 … 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. Last week, Helsinki Fashion Week events matched designers with tech firms demonstrating some surprising, new innovations. In men’s wear, I think that Jerry Lorenzo of Fear of God did amazingly with his collections — the Zegna collaboration as well as the essential range were immediate sell outs. Gap between big and small brands: Some of the more emerging talents really stepped up and inspired us. WWD canvased an array of top retailers, editors and creative directors to weigh in on digital fashion weeks in the four main capitals of New York, London, Milan and Paris. The show garnered more than double the MIV of his purely physical event last season. Fashion shows are a great idea for groups trying to fundraise for a cause, organize community events, or to promote local fashion designers and businesses. And Moschino’s show was brilliantly entertaining with its recognizable puppet models and audience created by Jim Henson’s Creature Shop. Overall impressions: It was not an easy season for all fashion professionals: How to transmit an emotion with the goal of creating desire and orders? Collina Strada RTW Spring 2021  Can Buzzy, Young Designers and Collaborations Help Jumpstart Heritage Brands? 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. Most felt like overproduced advertisements. Little to nothing has been done in that direction. © Artwork hand printed by Hannah Cousins, exclusively for Vogue Business. he London Fashion East show, which showcases new designers who aren’t established enough to host their own show yet, made a bigger splash this year. 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, … “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”. Runway shows allow me to connect to the brand and designer on a deeper level, that type of storytelling was lost in the films. Courtesy of Peter Do. Alan Prada, editor in chief of Harper’s Bazaar Italy: Overall impressions: The one I watched most closely was Milan, obviously, but I did follow all of them. That’s the tantalizing promise of digital fashion shows. Who broke through: Kenneth Ize, Altuzarra and Rabih Kayrouz, Études Studio and Blue Marble. I did not really understand the companies that hosted IRL shows: I do understand it’s been a huge effort to try and get back to normal life, but especially in this moment the challenge was to eventually invent something new and a new methodology that’s not transitional but permanent. 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. We definitely saw less of that this time, things came and went much faster but I do feel that I didn’t sense such a disparity between the ambitions of the smaller brands and the larger brands, which have far greater resources. Also of note were the images of designers on the verge of creating when they draw: Kenneth Ize, Altuzarra and Rabih Kayrouz shared a certain intimacy in this initial stage of a collection. This recent virtual season proved that most designers harnessed the challenges and restrictions and actually found new and often better ways to express their collections than the traditional soldiers of fashion on a runway. During live shows, the industry interaction is part of the experience. Raf Simons’ debut women’s wear collection was also presented in a moody, creative short film, while Balenciaga opted for a music video format where models lip synced to a remix of “Sunglasses at Night.” Other creative video presentations worth noting are Moschino’s miniature doll show, Boramy Viguier’s video rendered in 3D animation, and Collina Strada’s quirky music video. Drinkwater thinks we are still at least five to 10 years away from digital clothing being commonplace. 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. 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