That said, New York Fashion Week is finally back after 18 months in the virtual space. New York Fashion Week kicks off today with mostly in-person events and the circuit will travel to London (mostly digital), Milan (a phygital mix) and Paris (also phygital-forward) through October 5. The excitement for bold new ideas on dressing, new means of communication, and the chance to see fashion (and each other) in person has peaked here in New York City.
But obviously, the pandemic has changed things. That’s why I spent the summer asking the fashion veterans: where do we go from here?
Why participate in Fashion Week, anyway?
“Fashion Week remains a crucial step for me, because it is the opportunity to create a collection that we will present to our community, our peers and our customers. The creativity that comes from the intensity that a parade deadline gives that I find unique and really pushes us forward, ”Stuart Vevers, Coach’s Creative Director, told me.
Few have mastered the art of the phygital show like Vevers, whose Coach TV films, hosted by stars like Jennifer Lopez, Megan Thee Stallion, and Michael B Jordan, engage a global digital audience while his in-person shows mostly remain. for industry insiders.
The balance between the mass event and the island event helps, said Vevers, to expand Coach’s ability to communicate his message: to tell and create stories about our home today through everything that makes a parade. : the digital experience, the location, the casting, the hairstyle and makeup, the music, the guests. I don’t think there is a more powerful way to bring my team together to create a collection and build our message for the season.
Virgil Abloh uses a similar method for Louis Vuitton’s men’s fashion shows: a star-studded film that rocks Twitter and Instagram while inviting the press and select retailers to experience the LV world in person or through personal video calls. Of course, Vevers and Abloh work with phenomenal budgets and access to stardom. How could a small brand or a newbie designer compete?
With physical shows, the emphasis is on clothing and crafts
“It has been difficult to organize virtually all the buying appointments and although I do not see Fashion Week going back to what it was before, there is really enthusiasm within our team to attend shows, presentations and meetings; see our partners; and to touch and feel the product, ”said Elizabeth von der Goltz, Commercial Director of MatchesFashion, of our return to IRL fashion life.