The Intimacy Of Fashion

If there is anything that we can take away from living through this global pandemic, it’s that there will always be room for adaptation and evolution. We have seen every area of our society shift into a different format in order to adhere to social distancing and gathering restrictions. The fashion industry is no exception. Fashion, being such an interactive form of art and self expression, has experienced a total systematic rework. From the way we see fashion on the runway to how we buy clothing from a store, there have been new practices put in place to keep the industry fresh. In a time where our day-to-day can easily start to feel mundane, the magic that fashion holds will always remain. 

Fashion shows have historically become the grand finale of the creative process that is fashion design, featuring crowds of people eager to see the latest styles as models strut down the catwalk. The pandemic has eliminated the crowded factor of runway shows, and has added an exclusive essence to attending one. Designers have been forced to reinvent the traditional runway show in order to showcase their brand’s message in a deeper, more effective fashion. Names such as Balenciaga, Balmain, Khaite, and Prada have hosted a hybrid of virtual and physical showings of their SS21 collections. In fact, this hybrid model seems to be the new trend for the fashion show experience as there are a larger handful of people who consume fashion content online than are attending the shows. The senior vice president of design and new concepts at Nordstrom, Sam Lobban, notes the mesh of physical and digital worlds by stating “I don’t think anyone lives in one world or the other.” This sentiment rings true as we move towards a digitally-run world with people who in spite of being separated by screens, are searching for deeper connections on another level.

Balenciaga showcased their Spring/Summer 2021 through a music video where models strutted through the streets to the beat of ‘80’s classic “I Wear My Sunglasses at Night” by Corey Hart. Balenciaga’s creative director, Keen Demna Gvasalia, has always gone against the grain when it comes to creativity within his designs and presentation, so it is no surprise that he curated this genius showcase. For his Fall 2021 collection with Balenciaga he even created a video game featuring last year’s collection, taking players through a futuristic world centered around the limitlessness of human destiny. It’s clear that Demna Gvasalia seeks to inspire hope through his work by demonstrating his artistic vision into the future. The use of a music video in place of a traditional runway show created a more casual, fun atmosphere in comparison to the traditional fancy, pristine catwalk. Gvaslia’s belief that “elegance is not relevant” is apparent in his hyperrealism.

Since attending a crowded fashion show is no longer the status quo, both Balmain and “cool-girl fashion brand” Khaite delivered their SS21 shows using both augmented and virtual reality. Olivier Rousteing, Balmain’s creative director, installed three rows of giant TV monitors along the length of the runway to allow high-profile guests to catch a glimpse of all the action. These virtual guests were accompanied by real-life guests as well, creating a hybrid model of a runway show. Khaite created the very first augmented reality-infused presentation, as they allowed “guests” to view this season’s items by scanning a QR code in a special book sent to the homes of 100 lucky attendees. Items appeared as 3D renderings on their phones, giving the feeling that they were present right there in their living room. For those not on the exclusive list, the experience can still be recreated by visiting the brand’s website: khaite.com, where you will be prompted to scan the QR code in order to view the collection in the AR lens. This new innovation of AR being brought into the fashion realm is a revolutionary concept. As we continue to seek these intimate experiences in a time where physical contact is limited, this innovation will surely continue to grow. 

Prada’s womenswear show was one of the most highly anticipated on the Milan Fashion Week’s schedule, marking the debut of Raf Simons as co-creative director. The fashion house delivered one of the best virtual runway presentations to date, including a Q&A session with Raf and Miuccia at the end of the show. The virtual runway show presented by Prada featured highly detailed shots that feel incredibly personal to the viewer. Care packages, including oolong tea and jams courtesy of Milan’s Marchesi (owned by Prada) were even sent to A-list attendees to get them in the mood for this stellar Simons debut. This take on a virtual show brought an intimate feeling to an otherwise distant sense of community. 

The post-show Q&A interview featured fan submitted questions, with Raf and Miuccia Prada on the hot seat. This take on the traditional post-show interview added an extra personal flair to an already intimate viewing experience. Other fashion houses should take note to pay greater attention to the details being presented to their audiences, since a flashy show is no longer what viewers are looking for. Prada has displayed an outstanding example of the fashion show of the future. This need for a more intimate, personal experience is being sought out by fashion innovators looking for a greater sense of connection to their craft. After being inside for such an extensive amount of time, I think we have all grown a stronger appreciation for our hobbies and past-times throughout the past year. The increased appreciation for the little things in life is bringing those small victories and details to the forefront, fostering an encouraging outlook for the future. 

Fashion continues to prove resiliency in times of turmoil, creating a phenomenon that will never be lost. Fashion shows will remain to be the center stage of a fashion designer’s collection, and despite the doubts of critics, they will never die. In fact, virtual adaptations of runway shows will allow for limitless expression in a way that strictly physical shows have not been able to capture. Taking a deeper dive into the virtual world has the potential to create a deeper sense of intimacy between creator-to-viewer through this limitless expression. We could all use the reassurance that the future is bringing abundance into our life in different forms. Fashion innovators will continue to instill this feeling of hope towards the future and look at the light at the end of the tunnel, or in this case, at the end of the runway.