Fashion world’s big worry: bringing buzz to online shows

While many are optimistic of a return to the events usually attended by celebrities, online presentations are likely to stay on for a long time

Reuters
Published4 Mar 2021, 09:30 AM IST
FILE PHOTO: A giant screen set up in San Babila square streams the Moschino Fall/Winter 2021/2022 digital show during Fashion Week in Milan, Italy, February 25, 2021. REUTERS/Alessandro Garofalo/File Photo
FILE PHOTO: A giant screen set up in San Babila square streams the Moschino Fall/Winter 2021/2022 digital show during Fashion Week in Milan, Italy, February 25, 2021. REUTERS/Alessandro Garofalo/File Photo(REUTERS)

From models strutting inside an empty museum to designers absenting themselves from the catwalk calendar, this season's virtual fashion weeks have been restyled with a new look many expect will endure when traditional runway shows resume.

Covid-19 restrictions forced New York, London, Milan and Paris fashion weeks to go virtual in the past year, with brands rethinking how to keep the buzz of catwalk shows online.

While many are optimistic of a return to the events usually attended by buyers, editors and celebrities, digital presentations, which have opened up fashion week to a wider audience, are likely to stay on.

"Digital first is absolutely something that we will continue to see," British Fashion Council Chief Executive Caroline Rush told Reuters.

While streaming shows is nothing new, the pandemic has accelerated a shift in an industry that in recent years turned to social media to target younger spenders.

Some labels, including Gucci and Tommy Hilfiger, sat out fashion week this season. Versace is presenting its collection after its usual showcase, Milan Fashion Week, ends.

"We will see physical runway shows from these very large brands who can afford to put on multimillion dollar entertainment events. But they may not be during the traditional fashion week and they may have audiences that are primarily made up of customers," Lauren Sherman, chief correspondent for The Business of Fashion, said.

"There's been a real shift in the balance of power that was already happening ... But now there's proof of concept that if you want to ignore fashion week, it's probably not going to hurt your bottom line."

Foregoing the usual expensive catwalk events, most brands streamed pre-recorded videos on a fashion week platform.

On show this season were plenty of bright colours to lift moods in an industry that saw stores, factories and studios shut in the pandemic.

"A large part of fashion week outside of the shows was the community getting... together and feed(ing) off of that creativity and so, with that lacking, it's not the same," designer Rebecca Minkoff, one of the few to hold a live presentation in New York, said.

"But for those who are able to be creative and innovative, now is the time to figure out how you pivot and for those that do, I think there is great opportunity."


Catch all the Business News, Market News, Breaking News Events and Latest News Updates on Live Mint. Download The Mint News App to get Daily Market Updates.

MoreLess
First Published:4 Mar 2021, 09:30 AM IST
Business NewsLoungeStyleFashion world’s big worry: bringing buzz to online shows

Get Instant Loan up to ₹10 Lakh!

  • Employment Type

    Most Active Stocks

    NTPC share price

    392.45
    03:59 PM | 11 NOV 2024
    -5.25 (-1.32%)

    Tata Motors share price

    804.75
    03:59 PM | 11 NOV 2024
    -0.95 (-0.12%)

    ICICI Bank share price

    1,269.15
    03:58 PM | 11 NOV 2024
    9.8 (0.78%)

    Tata Steel share price

    144.95
    03:42 PM | 11 NOV 2024
    -2.6 (-1.76%)
    More Active Stocks

    Market Snapshot

    • Top Gainers
    • Top Losers
    • 52 Week High

    Wipro share price

    572.25
    03:59 PM | 11 NOV 2024
    3.4 (0.6%)

    Federal Bank share price

    207.75
    03:51 PM | 11 NOV 2024
    1 (0.48%)

    Indian Hotels Company share price

    729.45
    03:59 PM | 11 NOV 2024
    -3.6 (-0.49%)

    Page Industries share price

    47,349.95
    03:29 PM | 11 NOV 2024
    -637.85 (-1.33%)
    More from 52 Week High

    Asian Paints share price

    2,542.65
    03:44 PM | 11 NOV 2024
    -226.6 (-8.18%)

    CE Info Systems share price

    1,890.15
    03:53 PM | 11 NOV 2024
    -165.65 (-8.06%)

    UPL share price

    515.10
    03:47 PM | 11 NOV 2024
    -42.5 (-7.62%)

    Aarti Industries share price

    439.55
    03:58 PM | 11 NOV 2024
    -35.2 (-7.41%)
    More from Top Losers

    Biocon share price

    348.85
    03:58 PM | 11 NOV 2024
    27.6 (8.59%)

    Borosil Renewables share price

    503.10
    03:40 PM | 11 NOV 2024
    37.5 (8.05%)

    ITI share price

    327.40
    03:59 PM | 11 NOV 2024
    23.8 (7.84%)

    Power Finance Corp share price

    481.60
    03:58 PM | 11 NOV 2024
    32.15 (7.15%)
    More from Top Gainers

    Recommended For You

      More Recommendations

      Gold Prices

      • 24K
      • 22K
      Bangalore
      78,775.00-600.00
      Chennai
      78,781.00-600.00
      Delhi
      78,933.00-600.00
      Kolkata
      78,785.00-600.00

      Fuel Price

      • Petrol
      • Diesel
      Bangalore
      102.92/L0.00
      Chennai
      100.80/L0.00
      Kolkata
      104.95/L0.00
      New Delhi
      94.77/L0.00

      Popular in Lounge

        HomeMarketsPremiumInstant LoanMint Shorts