Paris Fashion Week, on the agenda in September, will take place as per schedule. The French capital city is gearing up to host traditional fashion shows and, at the same time, digital oriented events. Fashion week will begin in Paris, the Ville Lumière, on September 28th and will end on October 6th.
The French Fashion Haute Couture Federation announced it publicly: as we earlier said, they have scheduled a few live events, with spaced attendance though. That will therefore make traditional fashion shows even more exclusive. In addition, they will carry out some online activities on a special digital platform.
Paris Fashion Week will take place in September
Saint Laurent, that is for sure, will not take part in the event: the fashion brand will present its own collections another time as to their choice. The Paris fashion week is going to be an arrival point, or a turning point, for 2020 fashion, on the lookout for new solutions to recalibrate luxury after Covid-19 shocking effects. It could show and fully celebrate the Phygital experience, depicted by Ermenegildo Zegna.
A (necessary) digital change
Last February, in Milan, they had already arranged a few digital fashion shows to connect part of the global public locked down because of Coronavirus outbreak. At the end of March 2020, during the Shanghai Fashion Week, Europe was in lockdown in the meantime, they clearly highlighted the opportunities related to such necessary change.
For example, during Pinko fashion show on streaming, 29,000 visitors got access to his e-commerce store: sales reached 1.1 million Chinese yuan. That applies to one brand only, while overall sales, throughout the Shanghai Fashion Week, amounted to 2.82 million dollars in total.
A transitional period
Following the London Cultural Fashion Week Platform, July is going to be a transitional month. In Paris, on July 9-13, the presentation of Spring/Summer 2021 men’s collections will run entirely online. Shortly after, during the Milan Digital Fashion Week, scheduled on July 14-17, they will try to figure out how important digital experience is for luxury brands.
Yet, on July 22, a very challenging event is on the agenda: the Cruise by Dior, which will take place in Apulia, in Lecce. The venue of the fashion parade is going to be Duomo square: they will present a real and unique show, designed by Maria Grazia Chiuri. One thousand people are currently working on it. For the records, only the Dior teams will participate.
The French fashion house will also rely on digital, mostly in the interest of Eastern buyers, by presenting short films and special clips. Moreover, they will send “home” some leather samples and fabrics they used for the clothes parading along the catwalk.
Burberry fashion show is scheduled on September 17th: it is going to be a physical event, outdoors though, and audience will not be attending. Riccardo Tisci has claimed he is ready to take advantage of streaming potentialities to join clients all over the world and revive the brand consequently.
Likewise, Fendi are going to present their new collections in a physical space, namely at the Palazzo della Civiltà Italiana (Italian Civilization Palace), located in Rome, in the district of EUR. Few guests only will be present at the show, which will rely on digital streaming of course. A democracy tool serving, at present, the world of luxury as well.
Wikimedia Commons Picture
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