Over the last couple of months, the rapid spread of Covid-19 brought the fashion industry, like the rest of the world, to a standstill. Unable to shop or produce fashion in the same way, brands began to think smart and converted their facilities into plants capable of helping with the coronavirus relief effort.
Perfumeries shifted to become sanitizer factories, ateliers were converted into PPE manufacturers and magazines covers happened over Zoom.
Now, men's fashion weeks around the globe are set to go digital.
The idea of hosting physical runway shows during this time might seem impossible. Instead of throwing in the towel, the fashion industry is finding new ways to connect with their audiences in a time of crisis.
London Fashion Week Mens
The British Fashion Council recently announced a new version of London Fashion Week which will take place during the previously scheduled dates for London Fashion Week: Men’s from June 12 to 14.
"By creating a cultural Fashion Week platform, we are adapting digital innovation to best fit our needs today and something to build on as a global showcase for the future," said BFC Chief Executive Caroline Rush in a statement. "Designers will be able to share their stories, and for those that have them, their collections, with a wider global community."
Exact details of how the shows will take place will be revealed later on. The week will showcase content including interviews, podcasts, designer diaries and webinars. Digital showrooms will enable designers to generate sales for both the public through existing collections and retailers through orders for next season's products. All the content will be accessible through the official website: londonfashionweek.co.uk.
Usually the last stop for the menswear shows, Paris Men is now scheduled to happen after London and just before Milan Fashion Week. The Fédération de la Haute Couture et de la Mode announced the dates and format of the shows earlier this week. A scheduled online showcase consisting of films and videos will take place from July 9 to 13.
While the event will be designed for industry insiders, the general public will still have access to the platform.
Earlier this week, the Italian trade group Camera Nazionale della Moda (CNMI) announced plans to livestream men’s SS 2021 as well as menswear and women’s Pre-Spring 2021 collections between July 14 and 17, switching the Paris and Milan show structure.
Officially named Milano Fashion Week Digital, the online-only Fashion Week follows in the footsteps of Shanghai Digital Fashion Week and Helsinki’s virtual Fashion Week. The CNMI website and social media platforms will be used to bring Italian fashion to the world. There’ll be several virtual showrooms and panels as well.