By Julia Gastone
To state the obvious, the world has changed quite a bit in the past year and the fashion scene has been no exception. From the inclusion of trendy (and not-so-trendy) masks to pair with your outfit to the complete digitization of street style, it’s hard to remember what society was like before. However, despite these radical differences, the demand for fashion and more importantly the creativity that goes into this exciting yet controversial form of self-expression has never faltered. While we are deeply saddened as a community to see the downfall of so many of our favorite small boutiques, it is clear that fashion is not dead, not by a long-shot.
So what exactly has determined which brands have been able to stay afloat or even thrive amongst an era where pants have quite literally become optional? The answer lies not in the adaptation of design (which has been an excellent way for some brands to capitalize on the world’s newfound state), but in the ability to connect with their customers. Personal connection is what we lack in this stage, but those that have been able to reach through their laptops and inspire their “girl” are those that have clearly made the greatest feats. As Fall/Winter New York Fashion week comes to an end, it has been uplifting to see the ways in which many of these brands have been able to promote their new lines online or in socially-distanced ways.
As an ode to the creativity and use of multimedia that we’ve seen during this runway season, here are some of the obvious do’s and don’ts of the (mostly) virtual NYFW 2021:
Do: Use comedy- it’s a movie after all!
Photo Courtesy of the Christain Cowan February 2021 Show
While many brands simply digitized their runways, some chose to take a more innovative route and make it into a full-on short film. My personal favorite use of this was the February 2021 Christain Cowan show which can be found on the NYFW website. In doing so, not only were they able to play on the idea of humor within fashion, but it also led to a deeper connection with the audience, establishing it as one of the most memorable shows of the season. Aside from their comical anecdotes and plotline, the use of the comedians as models to actually showcase the items also placed a significant role in their integration into the show, making it more than just a short film, but an artistic and engaging combination of film and fashion. Come for the fabulous y2k inspired line, and stay for the lowkey Paris Hilton cameo.
Don’t: Just Create a Basic Photo Montage
As much as we love an iconic OOTD (Outfit of the Day) moment, especially in the social media age, this is fashion week and doing something that simple does unfortunately put the pieces at a disadvantage. Even before virtual shows, the most exciting part of runways were being able to see the ways in which the clothes move- do they cling? Is there a flowing train? Are they structural and stiff? The entire point is to give consumers an idea of how the clothes will actually look on the body, so a 43-second slideshow featuring all the clothes on the same model (Yes, I’m looking at you, Maison Atia) simply isn’t going to cut it.
Do: Choose Dramatic Venues and Backdrops
Photo Courtesy of the Rebecca Minkoff February 2021 Show
One of the best parts of this year’s fashion week went beyond just seeing the clothes, but seeing the setting of the clothes as an extension of brand representation. Now what exactly does this mean? Let’s take a look at the acclaimed Rebecca Minkoff: she was able to have small in-person gatherings to allow press and professionals get a close-up, but even in her virtual show, the setting played a huge role. She created an entire tropical oasis for the models to showcase the collection, which not only added a level of eye-candy for the audience, but also helped us better imagine the time and place for the clothing. I mean, what could be more fitting than stepping into a literal jungle to view an animal-print collection?
Don’t: Over-complicate it!
Yes, it is important to make it dramatic, make it fun, make it exciting, but there is also such a thing as ‘too much’. As much as I wanted to love Libertine’s new collection, the presentation was just chaotic, but not in the fashion-forward way. From the loud music, to the loud background, to the loud prints on the pieces, everything was just simply too loud. At the end of the day, fashion week is about showcasing the clothes, and when you can barely focus on the clothes, it’s just too much.
Do: Diversify Your Models
Photo Courtesy of the Christian Siriano February 2021 Show
You caught me- this one isn’t entirely exclusive to virtual fashion week, but is simply more relevant than ever. With every show being easily accessible to the public, it allows for even more opportunities to showcase the new lines on social media and beyond. As a result, those that included diverse models of different sizes, races, and even gender identities were those that were able to elevate their lines by both supporting an important movement within fashion as well as broadening their own range of customers and supporters alike. A quick shoutout to Christian Siriano for creating an absolutely stunning and sexy collection for every type of person!
With the conclusion of this season’s fashion week also comes what will hopefully be the end of exclusively virtual shows, and yet the idea of multimedia and accessibility within fashion have perhaps become a permanent installation as we anxiously await the new collections in the fall.
JulesWorld 