A virtual unknown, she gained global attention for her use of innovative technology to represent different body types and celebrate her Congolese heritage. Designer Anifa Mvuemba launched her collection in May via an Instagram Live virtual show with invisible 3-D models. It’s a parallel world.”īrands don’t need a Balenciaga budget to make an impact either. They project so much onto their character. Speaking about his video game for fall 2021 to Vogue’s Sarah Mower, he said: “Today’s customer does gaming. Demna Gvasalia, the creative director of Balenciaga, is blunt about that fact.
It just feels like: This is not for you.”Īn experience “for you,”-the user, the viewer, and ultimately the customer-is an ideology the industry should really take to heart. When you do sort of a pretentious fashion film, even when it’s models dancing or something, it just doesn’t do it. Balenciaga, for example, knows that people watch music videos online, and it created its own film that emulates that. They don’t consider the customer or the audience that’s going to watch it. “Of course that’s also where lots of people have gone wrong with fashion films. “Everybody has gone crazy for the Balenciaga video and video game,” says Edwards. The potential for experimentation here feels endless, and brands would be wise to harmonize their real and virtual approaches even in a post-vaccine world. Among the most-buzzed-about integrations were Louis Vuitton’s green-screen show that projected Wim Wenders’s Wings of Desire to viewers at home and Balmain’s LED screen front row of physical people applauding Olivier Rousteing’s spring 2021 collection virtually. Many others have followed suit, finding ways to make a physical show feel special, while offering exclusive online content or delivering products to editors’ homes while offering behind-the-scenes breakdowns online.
How Jonathan Anderson handled both JW Anderson and Loewe, delivering physical assets that connected people to what was going on digitally, was super clever, because he was really reaching into people’s homes as well as connecting them on the internet.” “The most engaging experiences of the past six to nine months have been those that have really shown up for the customer with a real understanding of their lives, rather than taking a singular approach. “I don’t think anyone lives in one world or the other,” he says. Sam Lobban, the senior vice president of designer and new concepts at Nordstrom, rejects the divide between physical and digital too.
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