Digital Fashion Weeks Struggle to Replicate Physical Shows

The fashion industry's pivot to digital presentations during the pandemic has revealed significant challenges. While Shanghai's digital fashion week in April attracted over 11 million viewers and generated $2.8 million in sales via Alibaba's Tmall, similar efforts in London and New York failed to gain traction. Paris Couture Week, starting June 6, and the subsequent men's shows are also struggling. The Fédération de la Haute Couture et de la Mode requires brands to submit videos under 20 minutes, with 32 presentations scheduled. Major houses like Chanel, Dior, and Louis Vuitton participated, but Givenchy, Acne Studios, Ami, and Valentino opted out. The digital format has been criticized for being boring, with elaborate video productions by directors like Matteo Garrone for Dior failing to engage. Hermès staged a live performance by artist Cyril Teste on July 5 without an audience, broadcast later. Balmain commissioned Andrew Makadsi, Beyoncé's video director, for a yacht show. Jonathan Anderson presented his collection via a 12-minute video from his office on July 2. Milan's digital fashion week starts July 14, with Dolce & Gabbana showing at the Humanitas Hospital campus. The article questions whether consumers will return to shopping and suggests that post-pandemic fashion may become seasonless and more sustainable, with fewer but higher-quality items.