The new fashion processes in the face of the global pandemic

By Camila Remolí


Fashion weeks or Fashion Week have traditionally been the most important events in the industry, since designers show their seasonal proposals nearly a year in advance in relation to the time that the products arrive at the various points of sale. New York, London, Milan and Paris are considered the main capitals of world fashion.

This year everything changed. The pandemic caused by the Covid-19 prevented some parades from taking place with the public and others from directly canceling their presentations. The industry's narrative had to change and it was shown that there are other ways of doing fashion shows, from a digital point of view

In the case of Giorgio Armani , for example, it can be considered one of the first in terms of digital fashion shows within this new panorama. Given the great impact of Covid-19 in Italy, the house decided to close its event to the public and present the collection behind closed doors, but broadcasting live. The decision was a quick adaptation to the changing context, as well as a marketing tool to break into the market with an innovative seal.

The real and effective introduction of technology in cultural consumption in general and fashion in particular is already a reality that is taking place and manifests several favorable aspects. With the number of events and brands that currently exist, it is impossible to keep up with everything, so through the Internet the public can see what interests them when they want, without having to move to another city or go at a specific time. . Also, access previously restricted to professionals and guests is now open to the public, raising the question of whether virtual shows are the last bastion of fashion democratization.

Planning a digital parade includes broadcasting the parade, planning the platforms to use, and integrating social media for those who wish to view it live. An excellent audiovisual communication team is also needed and streaming support. The process also involves real-time collaborative product design and development software solutions, 3D digital clothing sampling, and digitization of technology packages to manage libraries of materials for future collections.

The virtual parade, as another alternative, presents a wide range of constructive opportunities that allows the introduction of a totally radical and disruptive creative format. Each firm will be able to create it to measure, from scratch, with the possibility of adding different special effects and locations that were previously considered remote and impossible. Another elemental aspect to take into account is the change of emotions within the audience, which no longer applauds during the event, but instead takes pictures and posts them on Instagram. In the future, then, those same emotions could be generated with illustration and with digital.


The virtual methodology allows the parade to be reproduced as many times as one wants to be able to analyze it in detail, however, one of the disadvantages it presents is not being able to see all the staging and the clothes up close. In contrast to the latter, it is worth adding that the format probably includes effects that allow the collection to be viewed at different angles and depths.

A fashion show is not just an event, it is a commercial strategy and a declaration of intent. Within which dialogue opens towards new sociocultural paradigms and the creation of new behavioral habits. This is closely related to the transitions within the current model and the advancement of new information and communication technologies. This end-to-end digitization drives production efficiency, reduces waste and human error, and facilitates transparency. With simpler supply chains, COVID-19 seems to be a trigger for brands to start exploring their digital approach and adopt these solutions.

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