Is The Fashion Industry Moving On Too Soon?

Music by: Serious Beats – Trick Or Treat. Image credit: Hermés.

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At the start of the pandemic we saw the fashion world grind to a halt as a result of COVID-19, forcing creatives to find new ways to work and present collections. Hanifa went viral after its revolutionary digital runway, and for campaign shoots brands turned to facetime and other innovative methods – think of Marc Goehring presenting his lookbook for 032c at home. 

Apart from the likes of Hermés, Kid Super, and Loewe the level of creativity in brand presentations quickly dwindled. Many resorted to simple videos to present their latest collections suggesting that the future of fashion, at least for the time being, will not be digital. It seems as though brands are ignoring the endless possibilities that digital presentations have to offer and are instead looking at the quickest way to return to normality.

But is it too soon?

On Wednesday, Etro held the first physical fashion show since the pandemic hit, flying in influencers and industry leaders from across the world to attend the event.

But with COVID-19 cases still rising and many countries now experiencing second and third waves, should the fashion world really be moving on so quickly?

Let us know your thoughts below.

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