The Virtual Season
The Virtual Season: How the Fashion Industry Is Conquering the Pandemic
By: Alice Ann Hollingsworth
The first reported outbreak of COVID-19 precipitated an era of unprecedented times. Suddenly, industries worldwide must rethink and reform their traditional ways.
The pandemic has certainly taken its toll on the arts and creativity, shutting down Broadway performances, countless museums, canceling concerts, and shuttering movie theaters. Without such rich displays of culture and thought-provoking entertainment, the world is at a loss for much of its good.
While striving to remain sensitive to the very real and grave issue that is the pandemic, people must remember to seek out light-heartedness and positivity. It can be all-too-easy, in the midst of such trials, to perpetuate negativity and foster a spirit of downheartedness.
Thus, we must look to that which survives: the creative, ground-breaking solutions of the fashion industry. Fashion’s revolutionary ideas are perhaps more unprecedented than the trials which brought them about. While major events are indefinitely postponed, the fashion industry trudges on, re-strategizing and--like much of the world today--relying on the internet for its newfound way of life.
I have rounded up some of the fashion industry’s most innovative responses to the global pandemic. Keep reading to learn how the fashion industry has repositioned and connected itself amid the global disconnect.
Jason Wu held New York City’s first Pandemic Fashion Show. When displaying his Spring 2021 Collection, Wu said, “I think this might be my favorite show ever.” Located on a rooftop in TriBeCa, the show followed New York City COVID-19 guidelines set by Governor Andrew Cuomo. The show’s guest list was intimate, and the event was live-streamed. (pictured above)
Christian Siriano held a socially-distant fashion show in his backyard. Models wore masks and hats as they strutted through the grass. A pregnant Coco Rocha closed the show by taking a controversial dip in Siriano’s pool. (pictured above)
Dior, along with many other brands, has taken to their TikTok account, broadcasting their Paris Fashion Week Show on the app. The show featured stained-glass artwork and a guest list of 300 amid the pandemic. (pictured above)
Rebecca Minkoff presented a rock and roll-themed Fall 2020 Collection on September 15 with a small audience on a rooftop in New York City. Utilizing Instagram, the designer hosted a walk-through “live” experience of her collection. (pictured above)
Alice + Olivia opted for a pop-up event in New York City, as well as a video experience. The Chief Executive Officer of the brand, Stacey Bendet, wanted to celebrate the resilience of the city and decided on a more comfortable approach to the typical style of Alice + Olivia due to the pandemic. (pictured above)
Balenciaga decided to film a music video in the streets of Paris, France, at night. This creative alternative to a live show introduced the fashion industry to new possibilities, challenging designers to continue creating unconventional methods of presentation. (pictured above)
Lastly, Louis Vuitton went above and beyond. Set in the La Samaritaine Department Store, the show featured 360-degree cameras along with their 1980s-inspired show. Audience members experienced the collection à la virtual reality. They could spin around, view other seats, and follow the models with their eyes (via camera, of course). (pictured above)
Although challenging to the world of fashion in numerous ways, the pandemic has, undoubtedly, brought about many positive changes. The present circumstances have forced an entire industry to rethink an age-old process which had--frankly--become somewhat stale, overindulgent, and excessive. Above all else, fashion weeks across the world have become more accessible to the general public.
Although physically separating, this time has brought together bright minds and those appreciative of the art of fashion. The pandemic has overall encouraged collaboration in a new way and incited a hunger for the day when togetherness becomes possible.
For more fashion updates, the latest trends, and the latest on pop-culture, keep up with us at @um.squaremagazine on Instagram and watch for our blog posts on www.umsquaremagazine.com!
Photos:
Jason Wu Photos: Jeenah Moon for The New York Times
Christian Siriano Photos: Bravo TV
Dior Photos: Vogue Arabia, and Laia Magazine
Rebecca Minkoff Photos: E! Online, Forbes Africa
Balenciaga Website
Louis Vuitton Website
Alice and Olivia Website