Despite having pulled out from the official fashion shows, some of the designer brands have announced they are ready to resume their activities in accordance with the fashion show calendar. Having been affected by the coronavirus crisis, they are making an innovative comeback.
The luxury powerhouse Christian Dior has announced on Monday it was going to resume its fashion show calendar schedule in July this year, making an appearance on an Italian catwalk. However, the prized front-row will no longer be available for the A-listers.
Amidst the pandemic, the majority of the designer brands were forced to rethink the presentation of the collections, leading to many retreating from the official events and restricting the number of clothing ranges they produce.
Dior, however, ensured it would resume its tradition of maintaining its calendar of fashion weeks. They thrive to continue bringing buyers and influencers to Paris, as they are planning to release other collections in between the shows.
The ‘cruise’ range of a mid-season collection that was to take place in May, will now be launched on July 22. It will take place in the Italian city of Lecce and will be streamed live. Pietro Beccari, Chief Executive of Dior, shared the following statement:
"We would like to send a message of support, of hope, of optimism and of rebirth. I'm thinking about big suppliers but also the small ones, many tiny family businesses of artisans in France and in Italy ... many of them didn't know and still do not know how to survive."
Designer brands often depend on manufacturing firms as luxury cloth and products demand exclusive treatment in their creation, such as being tinted by hand or getting covered in feathers.
Dior is actually nurturing an ambition of going ahead with participation in the fashion show in Paris in September, expecting to be able to bring in a front-row audience, too.
It’s not just the designer brands that thrive off fashion events – they end up helping the city’s economy too as the audience from all over the world books multiple hotels and supports local hospitality industry by eating out.
Burberry has announced their Spring 2021 collection will be presented in person on September 17, prior to the official start of London Fashion Week. According to Riccardo Tisci, chief creative officer, while this is going to be a physical show, there will be no attendees and the show will be open for everyone online.
"Other than the models and our team, there will not be anybody physically at the location," Tisci said. "As most people are unable to travel, it was important for me to create a space where anybody would be able to engage with and immerse themselves in the show experience. I am so excited for everybody to be involved."
Other designer brands have already embraced the no-audience shows too, such as Giorgio Armani. This is likely to become the new tone of the fashion week in the future, saving fashion lovers a lot of travelling expenses or front-row fees. The world is said to never be the same again, and the world of fashion is not different. Yet only the future will show.