Fashion designers try different forms to bring their new collections to socially-distanced consumers.
Fashion designers try different forms to bring their new collections to socially-distanced consumers.
Message in a Bottle (Louis Vuitton). Show in a Box (Loewe). As the themes of these recent Spring/Summer 2021 fashion presentations suggest, the medium has, of late, become the message.
While many brands live-streamed small-scale runway shows, some explored new formats. Louis Vuitton, for instance, kicked off its voyage-themed presentation with a trippy animated short film in July and followed that with a runway show in Shanghai last month.
Loewe sent its friends a box of collection-themed paraphernalia, including fabric swatches and a functional cardboard turntable accompanied by a mini vinyl record featuring sounds from its leather factory in Spain.
The new normal is truly pushing the boundaries of creativity.
