Fashion shows are going virtual as a result of Covid-19, but this doesn’t mean they are automatically more sustainable than the physical events — here’s what we know.
this month. Milan Fashion Week Men’s and Paris Fashion Week Men’s have also gone virtual, while Stockholm Fashion Week will be returning with a digital event at the end of August. The move to digital has been championed by sustainability advocates at a time when key industry figures, led by the likes of Dries van Noten, have writtencalling for less travel in fashion and for the industry to “review and adapt fashion shows”.
But just because shows have been taking place digitally doesn’t mean there won’t be a carbon footprint created by these fashion weeks. “There’s a very big misconception that when you go digital, it’s automatically sustainable,” Evelyn Mora, founder of Helsinki Fashion Week tells© Mandali Mendrilla by NDA PARIS SOLDATS FILM
Being such a new phenomenon, there is currently no data out there on the environmental impact of digital fashion weeks. That’s why Mora has enlisted the help of tech company Normative to calculate the carbon footprint of this season’s online edition of Helsinki Fashion Week, which will run from . “Having our [digital] footprint measured and compared to physical events will give us a lot of information on how to do things differently,” Mora explains.Considering that the information and communications technology sector is responsible for— making it just as harmful as the aviation industry — it’s important not to forget the invisible infrastructure behind a digital fashion week.
It’s a view shared by the organisers of Milan Fashion Week. “Online shows can’t replace the physical event forever; the emotions that a physical show brings could never be replaced by a digital experience,” comments Carlo Capasa, president of the Camera Nazionale della Moda Italiana. “In addition, we can’t forget the economic side of the issue. Having physical shows brings income and jobs to the city.
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