From event cancelations to affected sales, the Coronavirus pandemic has had a profound impact on the fashion industry with everyone from small businesses to large luxury retailers. The contagion has not only brought public life to a standstill but its impacts continue to generate economic losses.
As Fashion houses and brands are slowly reopening their branches again due to the gradual relaxation of restrictions the upcoming fashion month will take place via a new medium. London Fashion Week, Milan Fashion Week, Paris Haute Couture Week, and Stockholm Fashion Week are all set to be held digitally.
The upcoming London Fashion Week will take place from June 12 to June 14 and will stream digitally on londonfashionweek.co.uk. The British Fashion Council announced in April that the event will see the merging of womenswear and menswear in light of the current environment. ‘By creating a cultural fashion week platform, we are adapting digital innovation to best fit our needs today and something to build on as a global showcase for the future. Designers will be able to share their stories, and for those that have them, their collections, with a wider global community; we hope that as well as personal perspectives on this difficult time, there will be inspiration in bucket-loads. It is what British fashion is known for,’ Caroline Rush, the chief executive of the British Fashion Council, said in a press release.
Likewise, the Federation de la Haute Couture et de la Mode, French fashion’s governing body, announced that the Paris Haute Couture Week will go forward with a video-only format from July 9 to 13. The videos will appear online according to a fixed schedule and will be accompanied by extra content that will be widely shared on the main international media networks.
From July 14 to 17 Milan will also hold its Fashion Week. Titled Milano Fashion Week Digital follows in the footsteps of London Fashion Week and will broadcast the event via its website and its social media platforms. ‘The idea of this digital Fashion Week is to have something a bit different from a normal Fashion Week. It’s something we thought of specially for the digital world. It’s something very mixed, everybody can decide their own message. The advantage is that in a digital world, you are completely free. You find your way of expression. We said to everybody, ‘You have from one minute to 15 minutes, and you decide what you want to show,’ Carlo Capasa, the president of the Camera della Moda, told Vogue.
In August Sweden will present its Spring/Summer 2021 collections digitally. The Swedish Fashion Association announced that its Fashion Week will be presented from August 26-28 via a digital platform. ‘Now it’s time to look forward. Now it’s time to promote Swedish fashion again, and I think we have a unique position. With a clean-cut, contemporary design, longevity, and added sustainable value, Swedish fashion indeed has what it takes in the post-pandemic world, brought to market in a democratic, diverse, and innovative manner,’ SFA secretary-general Catarina Midby told Vogue.