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The health crisis will have turned upside down the codes of Haute Couture Fashion Week and has prompted fashion houses to redouble their imagination to present the autumn-winter 2020-2021 collections. Between enchantment and intrinsic journey, Fashion Week Haute Couture has nevertheless succeeded in its challenge: to dazzle the fashion world.
As part of this Fashion Week that took place online, each participating house was invited to present its new haute couture collection through images or a video.
Some houses have focused on originality, such as Dior, which distinguished itself on July 6 with the presentation of a fifteen-minute video. The latter presented an enchanting and marvelous universe, where the pieces of the collection are revealed in miniature. A reference to a little-known period in the history of fashion.
“During the Second World War, the Théâtre de la Mode was held in France,” explained Maria Grazia Chiuri, the house’s artistic director, in the video teaser of the event. It was a collaboration between artists and Couturiers. In those difficult times, they joined forces to create dolls. And they travelled around the world, so as to show French know-how in a different way, and that Haute Couture was still alive“.
The Chanel house also stands out, with a photo-shoot-style clip featuring the dancing of thirty punk princesses and Alexandre Vauthier, who beats the record for the shortest presentation with a video of only 25 seconds. The images are scrolling at full speed, to the point that it is almost impossible to perceive the collection.
Haute Couture worked hand in hand with the film industry, calling on award-winning directors to sublimate the long-awaited collections in record time and, above all, in line with the new modalities of the event.
However, other houses have opted for a return to basics, concentrating their efforts on a single model, such as the Dutch designer Iris van Herpen and her white silk organza dress and the Lebanese couturier Rabih Kayrouz and his twirling red dress, made from simple ribbons and bits of string.
But what we retain from this quite exceptional Fashion Week is the media impact, the digital format having made it possible to largely illustrate the collections to come.
However, the Haute Couture fashion industry remains harassed in terms of economy by the cancellation of the physics event.
« This year is going to be difficult,” explained Yves Hanania, co-author of the book Le Luxe demain : les nouvelles règles du jeu (Dunod, 2019). Luxury brands have lost a lot of money, with a world economy that has been at a standstill for several months and is having difficulty picking up again. They had already been weakened during the “yellow jackets” crisis like the strikes that preceded Covid. Sales will be all the less important this year as buyers will not go to the shows, and are still in a wait-and-see position with large stocks of unsold goods for which they are negotiating the return. »
Read also > PARIS: RESULTS OF A FIRST DIGITAL FASHION WEEK OUT OF THE ORDINARY
Featured Photo : © Dior[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]
The health crisis will have turned the codes of Haute Couture Fashion Week upside down and will have prompted fashion houses to redouble their imagination to present the autumn-winter 2020-2021 collections. Between enchantment and intrinsic journey, Fashion Week Haute Couture has nevertheless succeeded in its challenge: to dazzle the fashion world.
As part of this Fashion Week that took place online, each participating house was invited to present its new haute couture collection through images or a video.
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The health crisis will have turned the codes of Haute Couture Fashion Week upside down and will have prompted fashion houses to redouble their imagination to present the autumn-winter 2020-2021 collections. Between enchantment and intrinsic journey, Fashion Week Haute Couture has nevertheless succeeded in its challenge: to dazzle the fashion world.
As part of this Fashion Week that took place online, each participating house was invited to present its new haute couture collection through images or a video.
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