After the Paris Haute Couture Week was streamed on the digital stratosphere, Vanessa Friedman of New York Times wrote, “Honestly, give me the runway. I never thought I would write those words… But what this whole digital experiment ultimately revealed is that, though music and movies have been using fashion to their own ends for decades now, reversing the equation doesn’t really work.” We speak to fashion lovers back house to grasp the longer term of digital reveals.
Entrepreneur Kalyani Chawla who has labored with a couture home for 12 years outlines the sustainability quotient. “I know the kind of staggering resources that go into a 10 minute show. Top models to sets, clients and celebrities flown in globally and the production itself. It’s phenomenal. A digital show can never replace the whole experience of being part of the real thing . The excitement of waiting and watching it live. But at a time where we are having serious issues and talking about the environment and sustainability, the industry needs to walk the talk. I feel the bigger houses will go back to showing at fashion weeks also to sustain thousands whose livelihood depend on these weeks and offcourse it is the norm to show the collection . But I feel the houses need to cut down on the number of shows per year and focus more digitally. The business of fashion should change to make a difference, ” explains Chawla.
However, fashion lovers who’ve beforehand travelled for fashion weeks globally miss the visceral thrill and swoon on the finish of a fashion week. The tactile really feel of material, the glitter of sequins on runways, the momentary pleasure of stomping music within the background created a sense of nostalgia for a lot of. “There is no substitute for being there for the show in person, the joy of seeing clothes in person is lost. Interacting with people, seeing the clothes, and the synergy a show brings can’t be there in images. Shows are much more than clothes, they are the universe of a designer,” says designer Nachiket Barve who agrees that the carbon footprint reduces and that is the necessity of the hour. Agreeing to this, stylist Aastha Sharma who travels to see the present in order that she will be able to procure clothes for celebrities proper off the runway says that digital reveals are extra experimental nonetheless they’ll take extra time in changing to gross sales and sourcing. “It was easier to source or buy when you can see, touch and feel a product, now the decision making processes will take longer. The waiting time also will increase for a product. However the shows now have become more creative and this is an intelligent and easy way of putting collections forward,” says Sharma.
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