The fashion industry gathered on the runway last week when officials from New York, Paris and Milan said the entertainment world must move forward.
In Milan, where just two weeks ago the daily Covid cases exceeded 200,000 (a record day for the city), great designers like Armani have canceled the shows entirely, while others like JW Anderson have opted for a digital show. But industry executives declared the business as usual.
- According to Erin Schmidt, senior analyst at Coresight Research, Fashion Week remains an integral source of revenue and marketing for a brand and also represents a significant opportunity for the retail sector.
“Not only is Fashion Week important for big brands, but it is exceptionally important for the entire retail sector because all eyes are on the big high fashion brands to set the [fashion] agenda of the season; large-scale distribution and fast fashion look to fashion shows because all the trends of Fashion Week inform and inspire the collections of designers and brands, ”he told us.
What’s up? Dsquared2, Zegna, Prada and Fendi are on the Milan Fashion Week calendar, which includes 22 presentations and 18 segments of digital content.
- In New York, the Council of Fashion Designers of America (CFDA) has released its calendar which lists a mix of physical and digital shows and includes NYFW mainstays such as Tom Ford, Coach and Proenza Schouler.
In the event of a physical show, CFDA and IMG have committed to follow the New York City Covid protocols, in force since September, including “mandatory vaccination, indoor mask and reduction of audience size”, Steven Kolb, administrator CFDA delegate told Vogue.
Zoom out: According to Aoife Byrne, senior retail and catwalk analyst at market intelligence platform Edited, the power of designers is “amplified” through physical and structured fashion weeks.
- “Brands are stronger together than separate,” he said, “With precautions in place and [with] boosters being launched, organizers and brands are in a much stronger position than this time around last year. Physical fashion shows can help brands stand out in an overcrowded digital space. “
However, digital fashion presentations are here to stay, as several designers on the Fashion Week calendar demonstrate. Schmidt believes they have their own unique advantages. “The upside is that the shows have provided access to a much larger audience base, who would never have been able to see the shows in person, as most of the physical shows are exclusive events,” he said. –JS