Some brands will be hosting virtual fashion shows, others are taking a pause, and a few, well, they won’t be changing a thing
Photo: Getty Images To be frank, fashion right now is kind of a mess. The industry is learning to adapt to many of the challenges created by the pandemic: halted production, closed retailers, widespread job loss, and consumers who are hesitant to spend money.
Schedules are still TBA, but some brands have already committed to participating. On July 6, Hermès is livestreaming a digital “experience” of its spring 2021 collection, slated to go live at 8 a.m. ET. Chanel, who tested the virtual waters with a June cruise show, will show on July 7. Dior Men’s Kim Jones confirmed a digital presentation on July 11 .
Also on the 17th, Gucci will premiere “Epilogue,” its men’s and women’s resort 2021 digital fashion show, which was originally scheduled for May 18 in San Francisco. “Epilogue” marks the mark the end of the old fashion schedule for the brand under creative director Alessandro Michelle, who’ll now only produce two shows a year in the spring and fall, rather than a staggering five. Likewise confirmed to take part, according to the New York Times: Etro, Bottega Veneta and Dsquared2.
Some Brands Are Trying Experimental Projects A few designers are going beyond “phygital” shows, using the historic circumstances as a chance to try something truly new . And Kerby Jean-Raymond of Pyer Moss is also doing his own thing. The brand is staging a “drive-in” fashion experience tour of Jean-Raymond’s new film American, Also, in multiple cities. Given his history of calling out racism in the industry and the title, it’ll probably have a very timely and necessary meaning embedded. Following the premiere, the event will be available for public consumption. More details are still coming.
Demna Gvasalia was set to debut Balenciaga’s first couture show in July, 50 years since founder Cristóbal Balenciaga shuttered his atelier. The brand still haven’t confirmed a new date for the show, but it will likely be postponed until 2021. Pushing off even further until February 2021 is Dries Van Noten. It still remains to be seen if he’ll stick to the traditional fashion calendar of showing a fall/winter collection six months ahead of time.
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