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Catwalks must go on…
20 January 2021

Since the appearance of Covid-19 in our lives, a lot of economic sectors have been affected and one of the most damaged has been the fashion industry.

Reduction of sales, of staff, people in erte, closure of physical stores, cancellation of catwalks and fairs… and, consequently, the positive side, the increase of online sales. In the second quarter of 2020, during the confinement, sales of clothing through the Internet increased by 68.4% in Spain, becoming the first category most sold in this medium.

From June when the most recognized catwalks take place in which the new collections of autumn/winter of the next seasons are presented, the fashion brands were quite affected and had to find new ways to publicize their new collections. The first organization to cancel the shows was the British Fashion Council, followed by Milan and New York, all opting for the digital channel.

Many brands decided to present the new collections through social networks in video or photo format as Chanel presented its 2020/21 cruise collection transporting us to the French Riviera.

Chanel – Cruise collection 2020/2021
Source: https://www.chanel.com/es/moda/crucero-2020-21/l/1x2x39/los-looks/

Other ones decided to move on with presence catwalks, but they were forced to reduce the capacity or make them without an audience as happened in the Mercedes-Benz Fashion Week Madrid which held a hybrid edition with streaming and face to face catwalks.

On the other hand, 080 Barcelona Fashion and Barcelona Bridal Fashion Week opted for a totally online format.

Andrés Sarda show in Madrid – Spring/Summer collection 2021
Source: https://www.andressarda.com/es-es/desfiles

Eiko ai digital show in the 080 Barcelona – Spring/Summer collection 2021
Source: https://www.eikoai.com/es/pages/land-vibrations

The firm Loewe, released its men’s collection in a new format, sending a box to each of the guests who were invited to the catwalk with an original and different way of presenting the new collection of the designer JW. Anderson.

Men collection Spring/Summer 2021
Source: https://www.lavanguardia.com/magazine/20200712/482243992452/loewe-coleccion-masculina-jonathan-anderson-verano.html

This 2021 begins with the news of Paris Fashion Week will be totally digital again due to the advance of the Covid in France. The men’s fashion spring-summer 2022 collections will be presented in streaming during the 19th and 24th of January. Haute couture will be celebrated from the 25th to the 28th of the same month, and the women’s fashion collection will be presented in early May. The last Paris fashion week at the end of September could be followed through the digital platforms

The Milan Fashion Week where will be presented the men’s fashion collections will also be held in digital format from 15 to 19 January. However, the Pitti Uomo fair, which takes place every year in Florence, will continue its physical edition from 21 to 23 February. Expectant, however, of new restrictions that may appear due to the pandemic.   

This is the beginning of a new era in fashion shows to which brands have been able to adapt quickly and will surely last over time.

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