Fashion Weeks Go Virtual

Virtual shows gave younger brands an opportunity to participate in what is a traditionally expensive brand exercise

New York Fashion Week wrapped up its mostly virtual showcases on Thursday. So how’d the fashion industry’s first foray into pandemic events translate to Instagram? 

Pros: With some big-names like Michael Kors sitting out, virtual shows gave younger brands an opportunity to participate in what is a traditionally expensive brand exercise. Some designers got creative, incorporating music, dance, plot, and elaborate sets. And attendees got to trade in heels for slippers. 

Cons: Sequins don’t sparkle the same on-screen, and brands mostly ditched the in-person schmooze fest with buyers. Host cities are out millions in revenue. Most worryingly, designers have plans for us that don’t involve sweatpants. 

Up next…London Fashion Week, which Burberry kicked off yesterday on Twitch with a streamed runway show from a forest. Paris and Milan follow at the end of the month.   

Big picture: The pandemic is expected to drop global luxury sales as much as 35% this year. We’ll be able to better measure the success of September’s fashion weeks after views and distribution deals are counted, Retail Brew writes.


Via Morning Brew

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