Impact of Online Fashion Shows

By Phoebe Legg

Due to the pandemic, online fashion shows have quickly gained popularity out of the need to release the seasons looks while also adhering to COVID-19 guidelines. Some of the first online fashion shows began at the start of the pandemic in late February.

Virtual shows debuted at Milan Fashion Week due to the first major outbreak of COVID-19 that occurred outside of Asia. They ensured that people could remain safe from the virus while still showcasing their material.

The COVID-19 pandemic has impacted not just people's personal lives, but the fashion industry as well. Online fashion shows have impacted overall user experience, the environment and success rates of industry professionals.

“Online fashion makes everyone involved have to be more creative and innovative with their approach to pull users to watch the show. Additionally, online fashion shows bring a whole new perspective to fashion, and reach a lot more people around the country and globe,” said Lydiah Kennedy, sophomore majoring in apparel merchandising and design and the treasurer and fundraising director of The Iowa State Fashion Show.

Kennedy is happy that her siblings in California can livestream The Fashion Show this year and see her work remotely. The Fashion Show being virtual opens up opportunities that were not previously in place pre-pandemic.

In an article by Emily Chan, Sustainability Editor at Vogue, Chan discusses the environmental impacts that have changed due to online fashion shows.

Fashion buyers and designers alone contribute 241,000 tons of C02 emissions a year by attending fashion weeks in New York, London, Paris, and Milan,

“Fashion buyers and designers alone contribute 241,000 tons of C02 emissions a year by attending fashion weeks in New York, London, Paris, and Milan,” said Chan.

It is still not yet known how much of an environmental impact online fashion shows will have.

“The information and technology communications technology sector is responsible for two per cent of the global greenhouse gas emissions- making it just as harmful as the aviation industry,” said Chan.

Thus, while online fashion shows may appear to be better for the environment at face value, they could potentially prove to be less sustainable than in-person, traditional fashion shows.

Spring 2020 was the first time The Fashion Show at Iowa State University held an online fashion show.

“Online fashion shows could be better for the success of buyers, because it enables them to see more collections and designer’s works without the cost of having to go to different parts of the country. It is hard to say about designers, because while it is easier to get their names/ brands out there online, it is a different experience to see a designer’s clothing in person than online.” said Nicole Ernst, fashion merchandising major and philanthropy director of The Fashion Show. Ernst’s view of online versus in-person shows is mixed. There are advantages and disadvantages to both. Ernst believes that online fashion is drastically changing the fashion industry.

“America used to be a full season behind Europe in fashion trends, and now that gap is starting to close over time,” said Ernst.

This gap would not have begun to close without the help of not only virtual fashion shows, but fashion on the internet overall.

Online fashion shows present both a positive and negative influence upon the fashion industry. The virtual shows encourage more creativity and opportunity across the globe, however, the fashion industry still looks forward to the day when in person fashion shows return.