This year’s 2020/ 2021 Fashion Week takes on a virtual approach for their viewers. Now because of the Covid-19 pandemic, fashion enthusiasts can watch from the comfort of their own homes. With new restriction measures, staying at home and essential travel bans have prevented those from attending these fashion shows. However, fashion houses have tested their creativity on the runway for viewers watching from home with the use of social media platforms such as YouTube.com/ Fashion as well as Instagram and Facebook. With Fashion Week streamed online it allows for more inclusivity within its viewers and front row access for those watching from home. Here are some luxury brands that have implemented their digital creativity on the runway.
Balmain’s Spring/Summer 2021 runway show had taken on a digital approach with the benefit for their viewers who can now watch from home with the use of online platforms like YouTube, supporters had a live look. Celebrities and influencers were unable to attend these fashion shows due to travel restrictions however Balmain impressed their viewers not only on the runway but with virtual Special guest appearances with familiar faces such as Anna Wintour, Jennifer Lopez, Kris Jenner and Cindy Crawford. While these celebrities made virtual appearances through the digital screen, they wowed viewers in the latest Balmain’s Spring/Summer 2021 line.
Jacquemus Spring/ Summer 2021 Fashion Show not only had a virtual appearance but had switched their runway to the great outdoors. As seen on Jacquemus’ YouTube channel, viewers were given the ability to experience further visual creativity behind their latest line for the “L’AMORE” show. Instagram followers of Jacquemus, also had the ability to virtually watch their live stream through their smartphones. “In the French Vexin Regional National Park” quoted by Tina Issac-Goize, a Writer for Vogue runway, was the location which captured the all-around aesthetic for their latest line. The neutral aesthetic throughout their newest line complimented the natural colour scheme of the runway.
Audiences who are interested in a more minimalistic and Southern French feel would be intrigued by this show thus capturing many audiences watching online since their show wasn’t on its typical indoor runway. Social distancing measures took place as part of Pandemic protocol with the audience sitting apart from one another in a what appears to be a wheat field alongside the runway gave a unique perspective during the show.
Louis Vuitton Spring/Summer 2021 took a unique perspective with additional digital effects throughout their recent show. Louis Vuitton’s team had the idea that since their audience wouldn’t be able to travel to Paris this year, that they could bring the show to their online viewers. During their show, the audience was surprised to see that they had used green screens not only on the walls of the interior building, but also to incorporate green screens throughout their latest line. Viewers from home had the ability to experience live visuals playing from purses to backpacks. As the shows attendees, did experience the live action, they did not get to experience more of the visual aspects that appeared online for the home viewers.
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