Can Fashion Week Become Digital?

Words Andrea Losinda

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While many have been enjoying online shops and planning for the summer, there is also a common feeling that some people miss taking trips to the stores and exploring what exciting new items the brands have to offer. What if this was to become our reality, would everything within the fashion industry adapt to all things digital or would both the industry and consumer struggle?

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It was not long before I started thinking about fashion week. As a result of the coronavirus pandemic, the idea of the fashion week becoming digital has become a popular conversation. Initially, I thought, “oh no! This virus is going to change everything”.  However, I soon warmed up the idea that maybe it will not be so bad. Fashion week has been a tradition for many years worldwide and to completely take it away would be unreasonable. There is no secret that the fashion industry is transitioning into the digital space, but how fashion week would adapt to these changes is something exciting to see. 

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Shanghai fashion week was the first to kick start the change, transforming a month's worth of fashion events to a seven-day experience featuring 151 brands. The digital edition was streamed via apps. 

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Nothing beats the digital experience! It allows people worldwide to have live access to the shows. There would be a higher level of appreciation of the fashion shows and the display of trends now that everything is digital. The fashion industry has spiralled into a glorious revolution, many barriers have been broken and the scope for more people to experience a live fashion show has expanded. We can now watch fashion shows in the comfort of our homes with snacks in a comfy lounge ready to appreciate the latest trends. 

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The traditional fashion shows should remain, despite the digital edition. All fashion lovers are attracted to the fashion industry for one reason or another, be it the feel of the fabrics and for others it could be the inspirational looks. Having both avenues would allow everyone to take pleasure in it. Fashion week is not just about the shows, but the interactions that take place after are equally important, so if this will help the brand - why not give it a go!

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The question everyone is asking is; can the fashion week truly go digital?

Yes, yes, yes. The fashion industry is very fast paced and very adaptable to its environment. The likes of Suzy Menkes would benefit from this, she can be in many places at once, allowing brands to have more access to those with influence in the industry as they could do more virtually. A question I will leave you to ponder on is; could it ever be fully replicated online?

Andrea Losinda - Fashion Marketer