The Spring/Summer 2021 fashion week season is bringing a number of changes in its format. Starting in New York, continuing through London and Milan, and ending in Paris, this really was an atypical month.
Paris Fashion Week, the oldest and most important of these, is going through a phase of uncertainty. The event, which takes place from 28 September to 6 October, undergoes last minute changes that show its new structure in which a new schedule indicates which house opts for physical show or digital presentation. Understand below:
Only 18 houses will present their parade in physical form
In the calendar of this edition we can find 84 brands, but only 18 of them will have a face-to-face parade, a very low number compared to hundreds of parades in previous years.
In the programme? The legendary Chanel show must be kept, as well as the Louis Vuitton, Christian Dior, Balmain, Chloé and the long-awaited Coperni show at the top of the Montparnasse tower. Other brands like Hermès, Isabel Marant, Ami, Victoria/Tomas, Chloé, and Yohji Yamamoto are also organizing their shows live.
The pressure is even greater for these brands that will have to redouble their ingenuity to win the hearts of the public, mainly because it is possible that some parades will have to be reduced to maintain security measures.
Some of the big brands will not be showing live parades
Several famous brands on the fashion week calendar such as Givenchy, Elie Saab, Miu Miu, Balenciaga and Maison Margiela will not be presenting their collections as a live parade, which can be a real shock to industry fans.
How many guests?
Moreover, the question of the guests remains unanswered, which may still bring great twists and turns for this season.
If big brands like Chanel, in normal seasons, can have even 2000 guests watching their parades, other brands can have a natural average of up to 500 people. However, in this season it is believed that even companies accustomed to large parades will have their averages reduced to 100 or 200 people.
Besides the parades, 20 other brands have chosen to present their collection to buyers and journalists, who in some cases may meet with the artistic director, but without parading. The result can be a bit disappointing for those who want to follow all the emotion behind all the anxiety of the catwalks.
In addition to the physical formats, 45 brands are developing ways to display their collections digitally. If brands like Burberry or Jacquemus have communicated their distribution platform well this summer, others leave their audience on the platform.
Digital formats have already been tested in other fashion weeks since the beginning of the pandemic, such as Moscow and London, showing the various ways in which it is possible to create fashionist events and even more democratic and easily accessible to the public. But will the French capital still be able to enchant with so many restrictions? That is an answer we will discover in a few weeks.