When it is difficult to say that the stable situation will return, the fashion industry has quickly found clear solutions and applied them quickly.
It can be said that fashion is one of the industries most affected when many activities of the industry are related to communication and travel. A series of fashion weeks and events have been forced to postpone or even cancel to ensure the safety of public health. No fashion week means there are no BST introductions to buyers, the lack of a chain alone affects the production line and shipping. Many notices of cancellation for the Fall - Winter 2020 and even no Spring - Summer Collection or Resort 2021 have been sent to global buyers for many reasons, but the biggest is still due to the disease situation. concentration.
So has a pandemic completely paralyzed fashion? Or will things only return to normal once the vaccine is out? In 2019, the global fashion retail market is valued at about $ 1.78 trillion including sneakers and jewelry, 14 percent higher than in 2018, according to Common Objective data. With such a huge number, the fashion industry is forced to continue to operate and find a solution "living with floods". Many small and large scale predictions of the future fashion solution were made, and some were immediately applied.
Thanks to the internet, at least brands are able to introduce new collections to the world. There was no longer a moment when the designer stepped out of the chicken wings in endless applause, instead there were lookbooks and fashion short films. Chanel collaborated with photographer Mikael Jansson to make a photo and video introduction to the Haute Couture collection inspired by the punk princesses. Dior with mythical inspiration is appreciated in terms of ideas and design, easily moving every fashionista's heart. The doll-sized designs in the lookbook that we see on the screen are also the lookbook for special customers of the fashion house.
While Maria Grazia Chiuri came up with a doll-sized design, former colleague Pierpaolo Piccioli at Valentino surprised him with the gigantic designs in a collaboration performance with photographer Nick Knight. Certainly, the designs coming to customers will be reduced (significantly) in length, but with this extremely interesting idea, Pierpaolo also gets enough media attention without the need for a show. system.
At Maison Margiela, designer John Galliano also released his first fashion film as a creative director, collaborating with familiar photographer Nick Knight as a director. Not only the designs, but the special thing about this movie is that the whole creative process of preparing the collection and meeting with the team via the internet is included, giving a panoramic view of the production of a fashion collection. social gap period.
Men's Fashion Week is no less competitive with new lookbook solutions besides staging studio photos or simply with mannequin. Hermès introduces the new collection through a livestream documenting a busy but meticulous process as the team is working on a lookbook at the atelier in Paris.
Prada, Ermenegildo Zegna and Reese Cooper came up with the idea of taking a lookbook with the feel of a regular performance by full casting the model, moving on the runway and taking pictures. In other words, it is an image of the show with no audience, like Giorgio Armani did not long before.
No model, no problem. Both Gucci and Burberry choose to cast their own staff as models of BST Resort 2021. This new idea is not only a way to cope with the difficulties of selecting models, saving costs, but also respecting Honoring the silent employees behind the brand, at the same time providing a friendly and authentic feeling.
But the most interesting lookbook belongs to the Italian brand Sunnei. All designs are intentionally rudimentary digitally created instead of refinement to be most realistic. Each design includes an "all white" and (tentative) color version. With this collection, the company has collaborated with a technology company in Milan to design the Canvas platform, allowing buyers to choose the colors, patterns and even change some specifications on the outfit. This seems to be a thoughtful way that brands serve their customers in an era of "out of sight".
Although the epidemic has not shown signs of ending, some brands have made the decision to hold mass-gathering fashion shows.
The most shocking is Etro with the menswear show while normally the company only introduces the BST in the showroom and launches the lookbook. Not less, Dolce & Gabbana also chose the traditional method of performing with models and guests as usual. The only difference is that the guests are fewer, sitting further apart and (the majority) wearing a mask. To please its biggest market, Louis Vuitton shipped the Spring - Summer 2021 collection for men to Shanghai to perform at the harbor. Jacquemus organized the Spring-Summer show 2021 in a wheat field in the suburbs of Paris with about 100 guests arranged safely far apart. After a long delay, Dior decided to keep plans to perform BST Resort 2021 in Lecce, Italy without the audience, only models, dancers and live music.
In addition to London Fashion Week, which announced the Spring-Summer Fashion Week 2021 will be performing on a digital platform, based on the aforementioned traditional shows, we can somewhat expect more in Milan, Paris. until then if the disease situation can be controlled.
Certainly the most important fashion season of the year in September will not bring the bustling atmosphere and vibrant colors, but the fashion industry is doing its best to adapt to the state. "New normal", because no matter what happens, "the show must go on" with a spirit of solidarity and positive.
https://vinatex.com.vn/thoi-trang-va-trang-thai-binh-thuong-moi-hau-dich-covid-19/
Source: vinatex.com.vn
