Fashion in the Age of Coronavirus

FASHION

IN THE AGE OF

When we think of typical fashion shows and photoshoots, we think of a huge production team: make up artists, hair stylists, directors, photographers, people with big headphones running around and giving orders to tons of staff and models.

When the coronavirus hit the world drastically in 2019, no one anticipated that we would be in the position that we are in now. Time has not stopped moving, and neither has the fashion industry, forcing adaptation. After an adjustment period, brands have made the successful transition to virtual and distant working.

One of the most popular “trends” to stem from working-in-fashion-from-home has been the FaceTime photoshoot. Many popular publications resorted to this method in order to continue printing, as well as many photographers building portfolios with test shoots. Bella Hadid very iconically posted her FaceTime photoshoot pictures to promote Jacquemus. Since she debuted her pictures on Instagram, many other influencers followed her example. Social distancing guidelines also provided for unique approaches concerning fashion shows. Milan Fashion Week was just finishing up when Italy declared mandatory lock down; therefore, fashion brands needed to get creative with their upcoming shows.

Milan Fashion Week was just finishing up when Italy declared mandatory lock down; therefore, fashion brands needed to get creative with their upcoming shows. Jacquemus was actually able to host a real Summer 2021 show in the French countryside, although with an extremely limited audience. Christian Siriano even held his show in his backyard. Some brands have decided to stream their shows, whether it be on Vogue Runway or streaming services. For example, the iconic SAVAGE X FENTY lingerie brand by Rihanna has decided to pre-record their show and premiere it on Amazon Video. Some designers have used the virtual nature of the shows to their full advantage.

Hanifa made their show a 3D experience - something that could not have been achieved otherwise, and that certainly left an impression on the audience. Moschino even used puppets as models, creating miniature versions of their newest collection.

The pandemic has also sparked a new sense of unity and activism in influencers. Chiara Ferragni, a famous fashion blogger and designer based in Milan, Italy, raised money with her husband to build an ICU in Milan, the Italian city that was hit the hardest. She even did a collaboration with Oreo to sell sweatsuits, and 100% of the proceeds went to coronavirus research and relief. Chiara and her husband ended up raising over 4.3 million euros through their fundraising efforts, while also keeping morale high in Milan by hosting socially-distanced, virtual concerts on their balcony once a week for their neighborhood and followers on Instagram.

No one can deny that the coronavirus pandemic has changed the world forever as we know it. We have already seen significant adaptations in every area of life. Maybe, more brands will stick with virtual shows, seeing how they allow for much bolder, more creative sets. Maybe more and more brands will find their philanthropic inspirations and fundraise for more relief funds for a multitude of different causes. Only time will tell what the fashion industry will look like after 2020.