Brands coming out of the covid storm, STRONGER!

Re-imagining the fashion industry after witnessing radical shifts from runway halls to watching the shows on your laptop screens

Will the abandoned runway halls be re-occupied in the near future?

As the world inches towards recovery post-COVID, designers have decided to confront a disorienting and uncer

tain future of the industry. They are, together, rewiring the fashion system creatively to provide the consumers with a convenient shopping experience once the dust settles. Fashion being one of the most predominantly affected industries, most labels have rewritten their core aesthetic methods to fit into today’s time of a new-founded digital era.

All houses are looking to up their game in the digital forte. This inclusive reinvention of fashion shows has resulted in the surfacing of several creative ideas as to how the designer wants to showcase their collections. For amplifying their content, designers must marry filmmaking to designing to give birth to virtual shows that will lead their way. Most houses are emerging victorious coming out the other side of the storm, stronger. Men’s fashion week has been pivoted to an online digital platform since having IRL fashion shows was seemingly far from possible this year. Every house has now started to form their own perspective in molding how they showcase their

collections, from artful videos to minimal picturization to streaming full-fledged BTS events. Is this an opportunity for designers to grab because this way they decide what they want their work to speak? This pandemic has not only opened up a broad spectrum of creativity for the designer but also paved the way for the rise of fashion search engines like Tagwalk.

This year we have seen a range of behemoth creations so far, from Hermes showcasing their menswear collection in a video on their website to Jonathan Anderson sending his collection out in a box amidst the pandemic to Louis Vuitton’s ‘Message in a bottle’. The Hermes collection leans more towards an experience of the subtle hustle backstage tamed by the soothing pastels of powder blue and earthy greys. We can see a crisp and lithe silhouette that emanates a sort-of boyish vibe in stripes. It captures the essence of unfolding an event in dynamic camerawork and well-coordinated music.

As minimal as this is, JW Anderson thought it best to have the fashion show delivered to the mass at their doorstep. These thought-provoking hampers not only had the image of the garment on dress forms with a hand-drawn visage on it but also fabric swatches so we don’t miss out on anything. Pressed flowers, tiny cards that read impetus phrases like ‘ the future is unwritten’ and ‘Keep your head high’ and masks designed by Pol Anglada were a few heart-touching ingredients amongst several others in the box.