{"id":9228,"date":"2020-10-12T18:11:04","date_gmt":"2020-10-12T12:41:04","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=9228"},"modified":"2024-03-14T15:03:28","modified_gmt":"2024-03-14T09:33:28","slug":"digital-fashion-shows-tech","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/retail-trends\/digital-fashion-shows-tech\/","title":{"rendered":"5 Ways Fashion Brands Embraced Tech For Digital Fashion Shows"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69fa18da33da6\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69fa18da33da6\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/digital-fashion-shows-tech\/#so-how-did-some-of-the-worlds-best-fashion-brands-get-creative-for-digital-fashion-shows-here-are-the-highlights\" title=\"So, how did some of the world&#8217;s best fashion brands get creative for digital fashion shows? Here are the highlights:\">So, how did some of the world&#8217;s best fashion brands get creative for digital fashion shows? Here are the highlights:<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/digital-fashion-shows-tech\/#1-balmain\" title=\"1. Balmain&nbsp;\">1. Balmain&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/digital-fashion-shows-tech\/#2-moschino\" title=\"2. Moschino\">2. Moschino<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/digital-fashion-shows-tech\/#3-prada\" title=\"3. Prada\">3. Prada<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/digital-fashion-shows-tech\/#4-miu-miu\" title=\"4. Miu Miu\">4. Miu Miu<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/digital-fashion-shows-tech\/#5-burberry\" title=\"5. Burberry\">5. Burberry<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/digital-fashion-shows-tech\/#read-more-related-stories\" title=\"Read more related stories:\">Read more related stories:<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p>As the buzz from fashion month fades, it\u2019s time to assess the digital fashion shows that created quite a wave in 2020. However, this year is a little different. This year, it\u2019s not just about the trends on the runway, but the runway itself. COVID-19 has led to the digitization of fashion weeks throughout the world, transforming the way we experience it, from usual spectacles to a more digital landscape.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"so-how-did-some-of-the-worlds-best-fashion-brands-get-creative-for-digital-fashion-shows-here-are-the-highlights\"><\/span>So, how did some of the world&#8217;s best fashion brands get creative for digital fashion shows? Here are the highlights:<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1-balmain\"><\/span>1. Balmain&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The fashion house\u2019s creative director, Olivier Rousteing, teamed up with LG to reimagine the exclusive front row at the spring 2021 show. On 58 OLED TVs, guests were dressed in fashion week fashion, set on all-white backdrops and placed along the runway as if they were sitting at the show IRL. The event was also live-streamed but adding a little extra something. Olivier Rousteing dipped into the Pierre Balmain archives to revive a monogram jacquard from the 70s for a foldable clutch. The heritage piece was made shoppable during the livestream on their website and on Instagram. Viewers were able to click directly on the products for immediate purchase or even save it for later. Couldn\u2019t catch the Live? No problem. The new feature&nbsp; remains on their IGTV.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2-moschino\"><\/span>2. Moschino<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Moschino debuted their collection Spring 2021 as a fashion film. The creative director, Jeremy Scott, teamed up with Jim Henson&#8217;s Creature Shop to bring his vision to life. All 40 pieces of the collection walked down a runway set on 30-inch marionette models. The show even featured few recognizable characters like Anna Wintour siiting in her usual front row seat, among others like Anna Dello Russo and Hamish Bowles. A creative and beautifully done film, the puppet version of Jeremy Scott insists, \u201cThis isn\u2019t a puppet show, it\u2019s a fashion show.\u201d. Catch the film on their website and social media channels.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/ubFqYaS8RDAi2iepxVLq063nV-rvf1U7yGitHtc7jIlDWldO4X9yH2279K_68zuq_mqogbHgK9pnr0ZoCkoxQEWywB-0BpkOka1nJcok23th_E0SVUrRZrobTSa8k7Tcb6cNmy5d\" alt=\"\"\/><figcaption>Credits: Moschino<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3-prada\"><\/span>3. Prada<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Prada&#8217;s 35-minute video of the show and the following conversation between Prada and Simons was the house\u2019s \u201cmost viewed\u201d digital event. Prada streamed the show on their website and social media channels. It got 16 times the number of views when compared to their last spring\u2019s show. They even hosted virtual viewing parties taking place in cities including New York, Los Angeles, Paris, London, Berlin, Moscow, Dubai, Istanbul, Seoul, Hong Kong and Tokyo, while respecting social distancing guidelines.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/jI4NgSwnrgVwnhOpP8m6YDNi1C8RPWofwoIyJZlg2mCHaMHMTlEwbIWkgyhVNXGhJbT1OX5WfgfGfmCervPZkNxfsCG3dXoEMnBpkDz7OWA7a4yv6gQHaKtJswDFjg9z6B0gUG-D\" alt=\"\"\/><figcaption>Credits: WWD&nbsp;&nbsp;<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4-miu-miu\"><\/span>4. Miu Miu<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Miu Miu, the Italian fashion house, sought to incorporate communities of women into the show via live stream from local events in Paris, Berlin, Tokyo, Shanghai, Moscow, Dubai and Milan. The show had no physical audience, only viewing hubs. The brand even collaborated with Instagram to launch an augmented reality filter that transforms any view into a virtual expression of the show. For years now, Miu Miu has been an active advocate for connecting women as they believe these communities of women are integral to their identity. In continued fashion, the spring 2021 show did not disappoint.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/slm3NUxPumEnzeQxidHHYMK7bwy6unb_i_0Sl7QB32uYsIkfqNKLzroSpRErAZ99tstEQmwnDDhGonkUerEVsJY0u5_N9ZwLLo9rhQffZbw-fYZ_fBJ3hvrWmdVO7iudjx3jWcuX\" alt=\"\"\/><figcaption>Credits: Miu Miu<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5-burberry\"><\/span>5. Burberry<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Burberry became the first fashion brand to team up with Twitch, a live streaming gaming platform. The collaboration allowed guests to view multiple perspectives of the show and to communicate through Twitch\u2019s chat function. The show was an immersive and interactive experience in a fairytale setting whilst personalizing each viewer\u2019s journey.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/7WvPJpPaYTH6JMlx1CL39cbtv1_sH1NacKuccET__C6c1D0YqINiA3EO2RrUSCVkOKknlvIVihNiHSiNndHFJjOR3Pk2CjxReyw57LgUmZJt_jqY3z1goAMVrb8dBwYHN5H4J76h\" alt=\"\"\/><figcaption>Credits: Burberry<\/figcaption><\/figure>\n\n\n\n<p>Earlier this year, the whole concept of fashion week came into question. Is it safe to host physically, even with social distancing guidelines in place? How wasteful could that be? Is it necessary to show as often as the typical fashion calendar suggests? Well, the results are in. Designers have gotten creative in the most brilliant ways, exploring new forms of media that have made the shows more accessible to larger audiences, more sustainable by reducing fashion week\u2019s carbon footprint and even more engaging as designers have used technology and digital mediums that eliminate some of the limits that the physical world poses.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.vue.ai\/industries\/ai-in-ecommerce\/\" target=\"_blank\" rel=\"noreferrer noopener\">Tech<\/a> could very well be the creative backbone for fashion shows in the future.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"read-more-related-stories\"><\/span>Read more related stories:<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<figure class=\"wp-block-embed-wordpress wp-block-embed is-type-wp-embed is-provider-vue-ai-blog-all-about-retail-ai-and-fashion\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"wp-embedded-content\" data-secret=\"oFKiPq4fTz\"><a href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/emily-in-paris-fashion-marketing-lessons\/\">7 Things Fashion Retailers Can Learn From Netflix&#8217;s Emily In Paris<\/a><\/blockquote><iframe class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"&#8220;7 Things Fashion Retailers Can Learn From Netflix&#8217;s Emily In Paris&#8221; &#8212; Vue.ai Blog\" src=\"https:\/\/www.vue.ai\/blog\/retail-trends\/emily-in-paris-fashion-marketing-lessons\/embed\/#?secret=PrYGpD8FbM#?secret=oFKiPq4fTz\" data-secret=\"oFKiPq4fTz\" width=\"600\" height=\"338\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Related Article <a href=\"https:\/\/www.vue.ai\/products\/virtual-dressing-room\/\">Virtual dressing room<\/a><\/p>\n\n\n\n<p>Read More <a href=\"https:\/\/www.vue.ai\/blog\/ai-in-retail\/ecommerce-challenges-in-2021\/\">Ecommerce challenges<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> As the buzz from fashion month fades, it\u2019s time to assess the digital fashion shows that created quite a wave in 2020. However, this year is a little different. This year, it\u2019s not just about the trends on the runway, but the runway itself. COVID-19 has led to the digitization of fashion weeks throughout the  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":9252,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1523,1161],"tags":[970,747,975,973,977,974,106,976,972,971,25],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>5 Ways Brands Embraced Tech For Digital Fashion Shows<\/title>\n<meta name=\"description\" content=\"Designers have gotten creative in the many ways, exploring new forms of media to create digital fashion shows that are more accessible to larger audiences.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/digital-fashion-shows-tech\/\" \/>\n<meta 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