Digitizing The Runway: Evolution Of The Fashion Landscape

Digitizing The Runway: Evolution Of The Fashion Landscape

The fashion industry is finally getting back on its feet, while trying to cope with changes due to the pandemic. Read on to know more about the future of digital fashion in times of the Coronavirus.

Divided by seasons but united through never ending glamour, the global fashion industry took the biggest sabbatical till date, thanks to an uninvited pandemic. Thousands of people lost their livelihoods and many succumbed to an untimely death but as things start to get slowly but surely get back on track, the fashion industry has taken a new route.

With the unfortunate events unfolding all over the world, there has been a heightened realisation of sensitivity towards a number of issues. The fight against the spread of the virus led to the inception of seasonal runway shows, held without the involvement of a swarm of paparazzi and the exclusive line of A-listers.

These virtual shows were streamed on various social media platforms, giving a chance to millions of minds who sit in anxious anticipation of the shows for days altogether, to witness their favourite designer’s runway show as it happens. Attesting to the newer turn that the world of fashion has taken, the landscape seems to be changing from within.

Moschino SS2021
Moschino SS2021

Keeping the spirit of a well-decked show alive while considering the state of the world, Moschino showed its resplendent SS2021 collection on Jim Henson’s Muppets. With no real human in the vicinity, the muppet models stringed down the runway, clad in intricately made creations by Jeremy Scott.

To add to the thrill of watching a show so distinctive, there were muppets of front row icons - even an Anna Wintour replica with her statement bob and sunglasses combo! Stemming from the idea of celebrating human effort and the physical world, the show was a pleasant surprise thanks to the whimsical yet fun filled approach.

Moschino SS2021
Moschino SS2021
Burberry SS2021
Burberry SS2021

Celebrating the wilderness and the concept of British summertime, Burberry’s SS21 took the road less travelled - in a forest! Made in collaboration with the German artist Anne Imhof, Burberry’s creative director Riccardo Tisci derived this year’s inspiration from the recreational and renewal properties of nature, with its never-ending evolution.

Titled “In Bloom”, the collection displays a varied mix of aesthetics derived from life underwater and in the forest, working around the narrative of a love affair between a shark and a mermaid. With no spectators in sight, the show was live streamed from a lush green meadow in Britain. An elaborate collection, put up with the most abundant background one can find on the planet, Burberry took the ranks of storytelling to another level.

Burberry SS2021
Burberry SS2021

Another young venture in the vast industry, Bloni is an ethically programmed, self-proclaimed iconoclastic modern luxury label, hailing from India. Bustling with a big number of futuristic creations, the brand’s recent innovation is probably the first of its kind in the Indian design arena.

In collaboration with ScotomaLab, a studio that creates textile digitally, Bloni has rendered its SS21 in 3D for the first ever Cyber Fashion Week. A design marvel in itself, this step works towards establishing sustainable practices right from the first step of the design process.

Debuting with the first ever stop motion video to present a collection, KidSuper's SS2021 came with amazing theatrics clad in some of the best creation's seen at Paris Fashion Week.

KidSuper SS2021
KidSuper SS2021

The show witnessed clay replicas of famous personalities and pop culture icons like Stephen Hawking, Naomi Campbell, Elon Musk, Kanye West and many more walking down the runway wearing the designer's creations, with a Barbie doll version of Anna Wintour sitting on the front row.

These shows have proven the massive shift that has taken place in the visual language that fashion uses to communicate. Un-manned depictions, digital productions and forest walks are just a few humble steps towards driving away the notion of traditional representation.

We have now come to realise that non-celebrated runway shows and collections have created an amplified impact by reaching a larger chunk of audience. While having the obvious benefits, the digital outlook also contributes towards a smaller carbon footprint.

Digitisation of the runway, without a doubt is just the beginning of a revolution we didn’t know we needed until it was actualized. With a strong inception, we hope this trend picks up, irrespective of the presence of a pandemic and opens up a plethora of innovation.

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