From Catwalk To Living Room, Is The Future Of Fashion Based In Our Own Homes?
Last week we saw the beginning of a new era for fashion, in the form of one of the first digital runway shows. CR Runway and YouTube teamed up to bring fashion fans the 30-minute online event ‘Fashion Unite.’
It’s that time of year where the world usually looks to the Cannes red carpet and Carine Roitfeld, the face of CR Runway, would be planning her amfAR Gala and charity runway. The amfAR foundation has raised over $20 million for AIDS research in the 37 years it has been running. However, like many other events, major adjustments have had to be made. This year the runway took place online to raise money for the newly established amfAR Fund to Fight Covid-19.
The show brought together some of fashion’s biggest names, with appearances from the likes of Lily Aldridge, Lara Stone and Karlie Kloss strutting around in gardens and apartments. We were also treated to some words of support from various personalities, such as Kim Kardashian West, Simon Jacquemus and Virgil Abloh. Alongside a few genuine fashion moments, styled by the models themselves, we also got a sneak peek into where these glamorous individuals are isolating. Spoiler alert: it includes exquisite balconies and luxurious kitchens.
Amongst the endless at-home photo-shoots, this show is a glimpse of the fashion weeks to come. Over the past few days, the fashion capitals of the world have released their digital fashion week schedules for July.
Designers across the globe will be presenting their collections through a range of digital content for all of us to admire while lounging on our sofas. It will make a nice change from the typically stressed out and sweaty travelling to and from numerous show locations.
“The idea of this digital Fashion Week is to have something a bit different from a normal Fashion Week,” explains Carlo Capasa, the president of Italian’s fashion organisation, Camera Della Moda. “Everybody can decide their own message. The advantage is that in a digital world, you are completely free. You find your way of expression.”
Nevertheless, he insists that the digital will definitely not replace the physical shows, that will hopefully continue in September. With Giorgio Armani already confirming his place in the September Milan Fashion Week, could it be that the fashion world really goes back to normal as soon as distancing restrictions are lifted?
It is still unknown as to how successful the amfAR ‘Fashion Unite’ has been, though digital fashion shows are popping up all over the place and some seem to have turned a few heads. In April, Shanghai’s digital Fashion Week tallied up over 11 million views and counting, as well as hosting around 150 collections. It could be a case of more people having more time on their hands and simply grasping on to anything that may entertain them. However, the digital world allows for a larger number of people to glance into the fashion future, giving way to a wider audience and therefore, possibly more sales.
For now, all of us fashion-fanatics can all clear our at-home schedules for July, put our feet up and watch another series, while waiting for this to all blow over.
By Rachel Douglass