Designers and brands are using the constraints of Coronavirus to bolster their creativity. They have had to think outside the box to reinvent their message. They are creating new ways to reach consumers in non-traditional ways.
This July saw Paris’ first ever digital fashion week. It included a wide array of fashion films that featured the latest in men’s collections.
Designer Louis Gabriel Nouchi’s Spring/Summer 2021 video, included actors from the renown Comédie-Française theatre, who read excerpts from Albert Camus’s The Stranger. It was great news that the video generated nearly 25,000 views on YouTube and the brand gained more than 400 new followers on Instagram, a similar boost to the one received after a physical show.
Is the traditional suit out?
No we do think so but like everything, it’s being reinvented. Most people are working from home and a certain casual comfort has taken hold of men’s fashion.
Paris designers showed comfortable pullovers, and trousers with windbreakers and jackets. The suit is more relaxed.
Véronique Nichanian at Hermès, exhibited this precisely in Hermes’ latest collection. Through a film by the experimental director Cyril Teste, Hermes replicated the experience of being backstage when models dress in first look fittings. If nothing else, digital fashion week has given us access and inclusivity, which is a great thing.
Isabel Marant collection was shown in a film shot at the Centre National de la Danse on the outskirts of Paris. The line is a fun California inspired colorful statement of optimism. It was defined by casual layers.