Fashion Week to go Digital Amidst the Covid-19 Crisis
Many industries have had to endure a bleak future as a result of the Covid-19 pandemic. Among those greatest hit is the fashion industry. Before the pandemic, the fashion industry was characterized by a consistent growth buoyed by a boom in online shopping and success in the Asian market. Things have drastically changed, however, as a result of the virus, making for significant implications on the industry moving into the future. While many fashion retailers are more worried about their sales figures, it is expected that the effects of the virus will affect many other areas in the industry such as the fashion calendar, consumer behavior, and people’s styles.
What is the Future for Fashion Weeks?
Social distancing and travel restrictions are some of the measures taken to curb the spread of the virus, and will no doubt have an effect on fashion weeks. It is widely expected in the foreseeable future that fashion weeks will move to the digital space. Therefore, it would not be surprising to see catwalks being streamed online with a no guest policy. If the situation does not change for the better in terms of virus spread, all is not lost, as there are steps to move fashion week to the digital space. For example, Fashion Week in Milan will be staged digitally, as major brands try to rebound from the pandemic. Some things to expect from Milan’s digital Fashion Week include video & photo content, webinars, interviews with designers, and streaming of keynote speeches.
Canceled Events
As expected, there are cancelations of upcoming runway shows and events. “Due to heightened circumstances and health concerns, at this time we have decided to postpone Los Angeles Fashion Week,” Art Hearts Fashion International President Erik Rosete said in an email.
When the Covid-19 pandemic first erupted, the period coincided with Milan’s Fashion Week in late February. This resulted in some designers presenting their shows on the runaway with no audience, with thousands of buyers, especially from Asia, being denied access to the shows. Needless to say, designers have been forced to rethink their strategies with regards to runaway shows.
Mercedes Benz Fashion Week in Australia scheduled for May 11th to 15th was canceled, as was New York Fashion Week Resort 2021 and Men’s Fashion Week. Additionally, Paris Fashion Week AW 2020 was postponed, and the Resort 2021 Shows canceled after major brands such as Giorgio Armani, Gucci and Versace pulled out.
What’s Next for the Fashion Industry?
With designers going back to the drawing board in order to figure out how to make the best of the current situation, the digital space is one of the emerging solutions for major brands to showcase their designs. With major events being cancelled and no confirmation being given about their postponements dates, perhaps it’s time the fashion industry considered taking a more capsule-approach for the time being, versus showcasing their designs in live shows in various different markets.