Fashion has been deeply impacted by the current COVID-19 crisis. From drop in sales due to store closures worldwide, to supply chain issues in the production side, fashion is undergoing an unprecedented storm. However, some are looking at the bright side while looking at the crisis as an opportunity. Many are the personalities in the world of fashion who shared their view on how to benefit from the current situation.
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Giorgio Armani for instance has been the first one to share his invite to all fashion professionals to rethink fashion and bring it back to when high-end meant timeless. His call is built around the idea of creating a new sustainable business model for fashion that focuses on quality without the urge to serve people’s demands for several seasons within one year. Following the discourse of fashion revolution oriented towards sustainability, Giorgio Armani has invited the world to rethink their consumption behaviour as well.
In the past few weeks, another recurrent topic is fashion weeks. London Fashion Week 2020 has been confirmed, but it is going to happen digital only starting from 12th June.
On the same topic, given the decision of combining Italian menswear and womenswear shows and have them both happening in September has pushed brands to rethink their participation. For example, Ermenegildo Zegna has announced that its show would be digitally only instead of waiting for the new dates.
Lastly, the French brand Yves Saint Laurent has announced via its social media that there will be no Fashion Week 2020 for the brand, but only time for creativity. The caption of the Instagram post says “conscious of the current circumstance and its waves of radical change, Saint Laurent has decided to take control of its pace and reshape its schedule.” And it continues “Saint Laurent will take ownership of its calendar and launch its collections following a plan conceived with an up-to-date perspective, driven by creativity.”
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How fashion weeks will look like? Where is fashion leading to? Are we ready for this?