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Fashion weeks are no longer an exclusive event because of the entry of the digital format. Before, we used to resort to online presentations because we were not in the audience of the fashion shows and now, it is the only way to attend.
A year ago, fashion weeks were still held entirely in person. Fashion shows with hundreds of guests, crowded entrances, poses…. Since then the way of presenting the collections has changed completely, which has its advantages. Now we can attend all the fashion shows we want from our couch, with valerian or cigarette in hand, as you prefer.
Brands have found a new way to communicate with the audience, either through a fashion show without an audience at the Château de Chambord —as Hedi Slimane did at Celine last week—, or by sending a “Show in a box”, in the case of JW Anderson for Loewe. These are just some examples of the fashion houses that have embraced the “Phygital” format, which, as we mentioned, consists of showing the collections in a hybrid way through presentations with capacity measurements and audiovisual pieces such as interviews or documentaries.
Undoubtedly, the power of digital has become stronger than ever. It used to be a channel you turned to if you weren’t Kim Kardashian or Anna Wintour, because logically, your name wasn’t on the front row. But for the past few fashion weeks, the only way to access the collections has been online, whoever you are. This eliminates the hierarchy and means that we all have access to the big brands’ proposals at the click of a button.
Therefore, to attend the next fashion weeks all you need to do is enter the Instagram account or the website of the brand you like and enjoy the show. Not without first preparing your own calendar with the fashion shows in London, Milan, Paris or New York.
You can get organized with the dates through the following link.