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Understanding the Digital Transformation of Paris Couture Week

Image Source: Iris van Herpen @ YouTube

When Couture Week arrives in Paris, the city usually buzzes with elegance and sophistication. However, this year was different due to the global pandemic. Paris Fashion Week took on a digital form, with attendees watching the shows from the comfort of their homes through laptops, iPhones, and tablets. Instead of being seated front row, fashion enthusiasts found themselves in their pajamas on the couch. Designers embraced the virtual platform by releasing a series of fashion films, ranging from simple runway simulations to elaborate mini-movies.

This marked the first-ever digital Paris Couture Week, and while some films fell short in capturing the essence of the collections, others showcased remarkable creativity. For instance, Iris Van Herpen captivated audiences with a two-and-a-half-minute film featuring a mesmerizing dress worn by actress Carice van Houten from Game of Thrones.

Dior took a unique approach by foregoing traditional runway shows and opting for a 14-minute silent film called Le Mythe Dior, or The Dior Myth, directed by Matteo Garrone. The film portrayed the collection in a dream-like setting, with miniature versions of the garments presented to mythical creatures such as mermaids and wood nymphs. These creatures selected their favorite pieces, resulting in a whimsical and enchanting display.

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Some designers used the digital platform not just to showcase their collections but to make a statement about the current social landscape. Franck Sorbier’s couture collection was featured in a dark and symbolic film. The narrative unfolded with a Statue of Liberty being restrained by white fabric scraps, followed by eerie scenes involving a plague doctor’s mask and a menacing horse, possibly symbolizing death or famine.

By transitioning to a digital format, Fashion Week highlighted the ability of brands and designers to innovate and create beyond traditional runway shows. This shift underscored the importance of creativity and inventiveness in the fashion industry’s evolving landscape.

Image Source: Iris van Herpen @ YouTube

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