Fashion Week in Helsinki. How Did They Nail the Digital Event?
Unlike majority of the fashion capitals, Helsinki has been experimenting with taking their fashion week into the virtual realm before the COVID19 crisis. What had started as a concept meant to preserve the environment and work towards sustainability in the future became the most adaptable practice of fashion week in 2020. The experimental approach to a fashion week proved to be timely, and with it being in a high demand, Helsinki offered and immersive experience full of innovation.
We are now going to talk about key insights from the Helsinki digital fashion week, showcasing Spring/Summer 2021 collections.
What truly stands out is how Helsinki fashion week embraced the 360-degree experiences, taking their audiences to directly to places they would have visited in person. Immersive words were followed with music and graphics to amplify the luxe feel of the fashion-filled atmosphere. This was called The Fabric of Reality experience and offered its guests visitation of three portals. Each of them has been created by the designers that would greet attendees in avatar form. The said designers were Damara Inglês, Charli Cohen and Sabinna Rachimova.
Similarly to its real-life counterpart where visitors could pre-order physical garments, digital village at Helsinki fashion week offered a perk never seen before. Guests of the concept had an opportunity to be ‘dressed’ in a digital outfit. The platform proved to be highly successful and counted over 3,000 transactions by Sunday. The payment structure and digital certificates of it were pretty unique comparing to usual practices, being designed to offer more transparency and accountability across the supply chain.
As it could be expected from a grand event such as a fashion week, Helsinki has also incorporated VR. Designers collaborated with 3D artists, creative agencies and tech firms to create memorable and once- in-a-life-time virtual reality experience. Breaking out of physical constraints and dipping into the bottomless world of VR opened new doors to the designers, offering new possibilities such as choosing perfect shades of colours of the venue of their choice or unlimited supplies of fabric.
If we had to choose the most successful fashion week of 2020, it would definitely be the one in Helsinki. The digital format was novelty to the most as no one had expected the epidemic of such scale to take over the world, but Helsinki had been exploring the space long before that happened. In other words, unlike the rest of fashion capitals, Helsinki was prepared to take their fashion week online – and it shows.