Due to the Covid-19 pandemic, the entire fashion industry was challenged when it came to conducting live fashion shows with huge gatherings. However, Middle Eastern men’s couture designer BEHNOODE, saw this as an opportunity to change and adapt the industry in the region by creating his first-ever virtual fashion show in partnership with Arab Fashion Council, where the buyers were able to watch and purchase men’s couture garments in real time.
The BEHNOODE Autumn/Winter 2020/2021 premiered last weekend June 26, 2020 on Arab Fashion Week’s Instagram and TikTok accounts.
“Participating in this new digital format was a natural evolution for the brand, which values innovation and experimentation,” said Behnoode Jahaverpour, Founder and Creative Director of BEHNOODE. “The use of digital technologies also allows BEHNOODE to maintain sales in the region and globally, and to keep the consumer relationships alive amidst the coronavirus outbreak.”
BEHNOODE will invest further in livestreaming the brand to build greater interactions with the consumers digitally, particularly in an emerging market like the Middle East region, where young consumers are highly digitalized, fashion savvy and very well informed about brands. "We need to step up our efforts in order to win their attention and loyalty," concludes Jahaverpour.