Digital Forward Fashion: How COVID -19 Has Re-invented the Runway

How can we best convey a fashion brand’s luxurious and French style? Well, when your brand's reputation is synonymous with luxury, why not a castle? For Celine (external link) , the best way to showcase their new F2021 menswear was in the Château de Chambord. This choice is exactly what makes this men’s collection stand out from the rest. The models for their Teen Knight Poem visual appear as knightley as described, galloping with black and white stallions on the castle grounds. This is made complete with their Celine-logo’ed flags proudly raised. The video’s creative direction fits perfectly with the collection they are promoting, with the black and white outfits matching the castle interiors to a tee. The models walk around the majestic halls of Château de Chambord, and Celine makes it a point to highlight the setting as much as the fashion!

Moschino (external link) ’s SS 2021 collection evokes fashion meeting your 7-year old self, in the best way possible! Instead of models and a large runway, we are met with puppets and a playful set, but they make it clear that we aren’t just playing with dolls. “This isn’t a puppet show! This is a fashion show!” Moschino’s  collection is perfectly tailored to fit dainty puppets, walking along a mini runway for their audience. The show feels as if it was shot in the most elegant dollhouse, bringing back child-like whimsy. Even though there are no humans in front of the camera, the audience is still as active as ever! The puppets are whispering and nodding their heads as new looks parade down. They are even modelled to look similar to icons in the fashion world like Anna Wintour and beyond!

Dior’s FW 20-21 (external link)  doesn’t feel like a fashion show. It’s more reminiscent of an award-winning short film. Complete with enchanted mermaids and soft music to match, it’s as if we’re transported into a secret wonderland. The story’s creatures are greeted with dreamy new dresses that allow them to explore the forest further. Each new piece matches a new setting to the story. Dior’s out of the box thinking was greeted with a wonderful response, with fans praising it for an out-of-the-box and beautiful presentation of work. Short films like these show how fashion is capable of storytelling, craftsmanship, emotional connections and beyond! What Dior best captured in this film is the often overlooked depth behind the art of getting dressed.

GCDS (external link) ’s Out of This World SS 2021 truly is, out of this world! They reinvent the traditional runway and use technological innovation to create a fully-visualized, cohesive digital set! All models, set pieces and clothing are designed virtually and rendered with complex light and show. The figures are then animated to walk down the runway like a traditional show. No detail is spared. The environment progressively changes as the models walk, each set matching their respective outfits perfectly. Finally, the camera is pulled back to reveal a new set (and where exactly this mysterious planet is located). You can’t help but think, this is the future of fashion shows!

Roger Vivier has clearly mastered the immersive fashion show. His shows before COVID often included live performers that guests were free to interact with. Now, he was able to capture the same engaging experience through Hotel Vivier Cinémathèque!  Even the trailer goes above and beyond to intrigue the audience with what’s to come. With classic movie elements such as an exciting narrator, intense scenes and upbeat music, you can’t help but want to watch. As we watch, we follow award-winning actress Isabelle Huppert in 6 new roles for 6 different genres, accompanied with endless possibilities. Through all this, Roger Vivier’s signature cats, drama, and couture-like shoes are present.

Though travelling today may be limited, Balmain captured the essence of air-travel to their advantage! Their FW2021 Show made sure to take the concept of a runway to another level. This aviation-themed concept takes the runway literally and displays their newest collection against a backdrop of clear skies and large aircrafts. Directed by Valentin Petit, the show starts off with models walking across wide airplane wings in a storage hanger. Later on, the models take stage outside on airplane runaways, walking along and even under planes themselves! The visuals also alluded to travel, with telescope effects highlighting certain looks, like a tourist peeking through binoculars. The show also received spectacular online reception. Fans say “The men’s looks are fantastic! Whimsical and powerful without falling into the trap of looking overly conceptual and disconnected from their purpose.” From its fashion to the legitimate airplane runway, the show did not disappoint!

Everyone has been spending more time indoors over the past year, making us all yearn for travel and adventure. That’s exactly what Miu Miu brought with their FW2021 show, Brave Hearts! In the visuals, models trek up snowy mountains of Cortina d'Ampezzo, Italy. This cool setting is the perfect backdrop for Miu Miu to highlight their knitted wear and large, chunky boots. The natural setting alludes to a needed reconnection with nature. Brave Hearts may have shown a unique way of facing the outside world again, putting nature first! The show ends with models gathered around a warm fireplace, similar to how you destress at the end of an adventure-filled day.

Anna Sui capitalized on escapism and fantasy for their FW 2021 visual. The ethereal music meets the jazzy tune of classic 1960’s songs while models dance around and show off their collection. This sets the mood for the bright purple backdrop and funky galactic imagery. The combination of lighting and styling are also a clear call-back to the mid-century fashion and that serves as inspiration for their collection. Some signature Anna Sui pieces also make an appearance, like chiffon tea dresses, thick black lace trimming, faux-fur leopard coats, and imaginative floral prints. This Anna Sui video focuses on creating an environment of 60’s references and psychedelic style.