What is the Future of Fashion?

As the coronavirus continues to spread, fashion brands have been forced to find new strategies to show their new collections. So, what is the future of fashion? Instead of giving up, the fashion industry is trying to innovate. Let’s see how.

London Fashion Week

The British Fashion Council was the first fashion show to announce a new version of LFW. The fashion week will occur from June 12th to 14th, merging menswear, and womenswear together. Instead of the physical runaway shows, it will be entirely digital. The digital platform www.londonfashionweek.co.uk will relaunch and be for both trade and consumer audiences.

“By creating a cultural fashion week platform, we are adapting digital innovation to best fit our needs today and something to build on as a global showcase for the future. Designers will be able to share their stories, and for those that have them, their collections, with a wider global community.”
~ Caroline Rush CBE, BFC Chief Executive.

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Milan Fashion Week

Milan will have its first Digital Fashion Week, starting on July 14th and running through the 17th. It will showcase Spring-Summer 2021 men’s collections and women’s and men’s pre-collections for Spring 2021. It will be called Milano Digital Fashion Week.

A model walks the runway during the Alberta Ferretti fashion show as part of Milan Fashion Week Fall/Winter 2020-2021 on February 19, 2020 in Milan, Italy. (Photo by Tullio M. Puglia/Getty Images)

Since May 4th, life in Italy has slowly begun regaining a slight resemblance to pre-pandemic normalcy. Thus the production, construction, and business-to-business commerce are working to restart.

Each brand will be able to decide what they’re going to showcase, either a film, behind the scenes, backstage images, etc.. It’s totally up to them.

Paris Fashion Week

A few hours after Milan announced its new Digital Fashion Week, La Fédération de la Haute Couture et de la Mode announced a new digital set up for their men’s fashion week. It will occur from July 9th to 13th. The designers will have the opportunity to present their Spring Summer 2021 collections. The event will take place on a dedicated platform and will follow PFW’s original calendar.

What is the future of fashion? PFW
A model walks the runway during the Balmain show as part of the Paris Fashion Week Womenswear Fall/Winter 2020/2021 on February 28, 2020 in Paris, France. (Photo by Pascal Le Segretain/Getty Images)

However, before this decision was announced, some brands decided to not show on the fashion weeks this year. Is the case of Saint Laurent who will not follow the Fashion Week calendar for the rest of 2020. “This is not a goodbye to Paris Fashion Week, but a change that we feel is necessary in this moment and in these exceptional circumstances,” said Bellettini.

The future of fashion will most certainly look different as brands for sure will continue to re-adapt their strategies. How exactly will it look? We will just have to wait and see!

Words by Rita Archer