As the reality of life under lock down in many countries around the world sets in, the future looks uncertain. Despite the absence of a clear end-date for the novel coronavirus pandemic. The latest indications are that social distancing will last until a vaccine is available.
The COVID-19 crisis has dramatically affected the fashion industry worldwide – while many retailers are concerned about the sales figures. It is clear the wider sector faces significant structural changes, which will affect customers behaviour. The fashion calendar and even people’s style.
Fashion transforming into digital
The future of fashion is going to be digital – this is view has been shared many a times recently with many fashion designers across the world. As, fashion industry has been negatively impacted by the coronavirus outbreak on every imaginable level; production has ceased, retailers have closed, demand has plummeted.
This stressing on the need to go digital to revive businesses post COVID-19. After many prominent fashion shows were cancelled or got postponed due to the coronavirus outbreak. Travel restrictions and social distancing rules have moved fashion weeks to a digital space for the foreseeable future. Online streaming of catwalk shows and a no-guests policy might become a new normal for fashion capitals.
FDCI announces India’s first ever digital fashion week
The Fashion Design Council of India (FDCI), on Sunday, they made an announced first-ever digital fashion week. The Instagram handle of FDCI, shared a post with caption, “Announcement | The FDCI is reinventing the wheels and the reset button has been pressed. FDCI goes digital! Stay tuned for India’s first-ever digital fashion week. #FDCI #FDCIGoesDigital.”
Sunil Sethi statement to Vogue
“Since no on ground fashion week is possible right now, we have no other avenue but to go digital. The purpose is solely for the business for the designers, and business can only take place if they showcase new collections,” he explains. While safeguarding public health during this crisis is paramount, the shows will take place without any live audience. “If we can convey the message of a 40-minute-plus show in under 20 minutes, there is no need for large-scale shows.
However, larger than life sets can be replicated in a virtual space”. In a “digital reality” environment, the organisation plans to create digital set design, photoshoots and previews, all hosted in an enclosed location, which is yet to be declared. “We have to support the talent that has been with us since the very beginning,” he adds on collaborating with photographers, stylists, hair and makeup artists and crew involved in a novel format.
Skipping on traditional model auditions and fittings, the faces will be chosen from the select pool who will wear multiple looks while shooting, as opposed to a live runway.
Postpone of fashion events
A number of high-profile events have been cancelled over the last few months. India Couture Week 2020 was scheduled to take place in Delhi in July, but it was cancelled due to the Covid-19 pandemic. Seems like digital fashion will be the new trend of 2020.The details of the event are yet to be released.
International brand going digital
Organizers of Milan, Paris and London Fashion Weeks to make the best use of the technology and go digital with their collections. Paris Fashion Week will be held in a video format from July 9 to 13. Joining the league, London Fashion Week has been scheduled from July 12 to 14. And, Milan Fashion Week is set for July 14 to 17.
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