Impacted by Covid-19, brands need to innovate and adapt to the digital age by creating the first-ever Digital Fashion Week.
On May 28, the Federation of Haute Couture and Fashion announced the opening of a digital event dedicated to haute-couture collections.The fashion houses display their collections in a free video format. The London Fashion Week unfolded from 12 to 14 June 2020, also via a digital platform as announced by the British Fashion Council last April.
CHANEL
Tuesday 7th July 2020, Chanel unveils its haute couture collection autumn-winter 2020-2021 during a new Fashion Week Couture digitale de Paris (FHCM). The collection consists of black and white outfits with touches of pale pink and almond green, a detail that recalls the prestige of the house. In these images we can spot tweed outfits, corolla skirts, suit pants, long coats, long dresses, guipure blouses, lace and a lot of class.
This collection celebrates the beauty and pleasure of dressing up. The designer Virginie Viard says she is greatly inspired by the universe of Karl Lagerfeld, he is the essence of the Chanel Fall-Winter collection that some see as a tribute to the great designer who passed away on February 19, 2019. Loïc Prigent displays the collection through a documentary of three black and white episodes. Chanel wishes to highlight the work of goldsmiths from the 31 rue Cambon couture workshops while unveiling their creations to the public from the creative studio.
Christian Dior
This season Maria Grazia Chiuri, at the head of the creation since 1946, presents the collection in the form of a short film. To create this grandiose project, she hires the talented Matteo Garrone, director of Pinocchio.The musical background in this short film in Wonderland is composed by Paolo Buonvino.
DIOR’s couture collection embodies the company’s core values and refers to its exclusivity as well as the Dior Myth. At the beginning of haute couture the outfits were presented on a small scale, they were then modified to suit the desires and morphologies of the clients.
Balmain
Olivier Rousteing is honoured to present a first-ever couture collection that marks the Balmain's 75th anniversary. Andrew Makadski chose to present this collection on water, he is the artistic director of Beyonce, so it is not a simple parade but a real show alongside the choreographer Jean-Charles Jousni as well as the singer Yseult.
On these photos with a dazzling background, the collection is colourful and sparkling, we see pastel colours as well as wintry colours. Dresses in tulle, taffeta, decorated with pearls, rhinestones or embroidery, as well as heavier materials adorn the blue sky of the capital.
Azzaro
To present his first collection as the new artistic director of the Azzaro house, Olivier Theyskens chose to clothe the composer and interpreter Sylvie Kreusch with his creations. Lukas Dhont puts the collection in motion in a video of almost 5 minutes where the singer performs her song "Seedy Tricks".
Olivier Theyskens plays with the iconic Azzaro pattern with three rings, created in 1967, by modifying it in an enlarged version on a long black evening dress with pronounced shoulders. Long dresses in black crepe, jacquard or Lurex lace are decorated with crystals to attract light and silver models decorated with brilliant crystals evoke the iconic and glamorous 70s.
In short, the creation of this digital platform makes it possible to preserve an activity that can generate 1.2 billion euros in annual economic impact. However, many brands have not been able to present full collections since the fabrics are limited and the delivery time extended. Among others, Schiaparelli postponed the presentation of its collection to December.
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