| FASHION
Arab Fashion Council
Fashion revival
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OVID-19 has undoubtedly affected all industries around the world, including the fashion industry. Lockdown and severe restrictions forced brands to look for new ways to experiment with high technologies in order to showcase their collections and to give their customers at least a tiny sense of physical shopping that they were deprived of. This is how virtual fitting rooms, digital catwalks, and clothing appeared. What is more surprising is that the brands intend on keeping such technologies even after the pandemic has passed. In fact, brands like Jacquemus became very inventive in the way they present content and collaborate with models, even resorting to FaceTime as 16 mover-magazine.com
a means to do photoshoots. Of course, such homemade shoots don’t involve make-up artists, hairstylists, or any other personnel. There is only one model in the room which allows both her and the remote photographer to show their creativity to the fullest.
Once the item is made, it will be promptly shipped to the customer. Designer Kat Taylor became one of the first pioneers of this system by creating digital renders of her new collections, available on the Selfridges retailer’s website.
It wasn’t easy for some brands to create new clothes or to supply them, which is why they created virtual clothing that became both practical and innovative solution to displaying a new collection without organizing such a complex and time-consuming event as a fashion show. What’s more, even if a brand can’t produce a clothing item physically yet, its customers can already place the item in their cart, wishlist, or at least pre-order it.
Moreover, many buyers from across the world used this extended period of isolation to self-reflect and understand the detrimental effect that the fashion industry has on the environment. Recognizing this, buyers are now prioritizing responsible consumption, seeking out and buying from designers that not only outwardly care for the environment, but are also transparent about their environmental choices.
