PSA: Fashion Month Is Still Happening
A comprehensive guide to the fashion weeks as the new normal will have it.| September 17, 2020
It’s September, typically, the biggest month of the year for the fashion set. This season, however, things are looking a little different. In light of Miss Rona’s continued world tour, fashion, too, has had to settle into a new normal. In July, we saw the first-ever digital couture week. There was a teeny, tiny part of us (and, presumably, everyone else) that had hoped life would make a 180 degree turn back to normal by the time the Spring/Summer 2021 collections rolled around. Alas, the light at the end of the tunnel remains a flicker.
For the most part, the virtual presentations we saw in July are the standard for the new normal. The season’s digital lookbooks, videos, live streams will be housed under the Council of Fashion Designers of America’s new domain Runway360, NFW.com, or available on the brands’ social media and digital platforms. Some designers, alongside digital activations, have scheduled intimate, socially-distanced showings. For instance, Jason Wu will kick-off New York Fashion Week with a rooftop presentation of his contemporary line.
In London, the British Fashion Council has reported a similar mix of real-life shows and digital presentations. The city’s heavyweights, Burberry and JW Anderson have both decided to sit out presentations in the flesh in favour of virtual alternatives. The former will be live-streaming its exclusively digital presentation held outdoors with no guests in attendance. And the latter, releasing an online film.
Moving onto Milan and Paris, we see the largest concentrations of live presentations scheduled here. Sticklers for tradition, going entirely digital is utter blasphemy. Fendi will draw the curtain on Milan fashion week with a presentation at the Palazzo della Civiltà Italiana in Rome. In subsequent days, Max Mara, Marni and Emporio Armani (to name a few) will take to the stage. Mark your calendars – Prada is due to present its debut collaborative collection by fashion powerhouses Raf Simons and Miuccia Prada on 24 September. Despite it being a digital presentation, it’s easily the ONE show that’s not to be missed.
Similarly in the city of lights, the show will go on at Chanel, Dior, Miu Miu, Louis Vuitton and Hermès, amongst others. This season was meant to have seen the debut of Matthew Williams at Givenchy but we’re going to have to wait until next year for a full-on showing from the designer.
You might have already noticed a few big names that have been left out from the schedule. Gucci, Saint Laurent, Off-White by Virgil Abloh, Marc Jacobs and Michael Kors have all sat out from fashion month this season and some even from the fashion calendar entirely. The details might still be murky but stay tuned as we fill you in the days ahead of the big changes coming our way!
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