There’s no denying that the current pandemic has taken a toll on every industry, and fashion is no exception. Due to gathering restrictions to slow the spread of the coronavirus, several shows are being canceled. People are also asked to stay in their house, which is declining the sales.
According to a McKinsey survey, there is a 70 to 80% decline in offline shopping and 30 to 40% in online sales. The numbers are like a nightmare for designers. But there’s something good about the pandemic too.
Despite all the hassle, the Covid-19 has also brought innovation to the fashion industry. Designers are now thinking out-of-the-box to focus equally on content as on clothes in this digital era. They leverage services like 3D modeling and motion graphics to produce animated promotional videos to go digital and keep the show on.
Many designers are trying new ways to show creativity in the crisis by making our mobile screens a ramp to showcase their latest trends. With remote working becoming the new normal, these fashion designers embrace digital media to show their talent and connect with the buyers and influencers. Here are some ways they are using digital media during this pandemic.
Fashion on the screen
Fashion streets are now empty and silent due to the crisis. In such a situation, designers and fashion brands are bringing the fashion street to our mobile screens. Almost after 40 years, London Fashion Week has recently gone completely digital to host their fashion shows virtually.
They have also declared themselves open to all designers, helping them present their designs through the latest collections. The artists can now connect with their audience through videos and podcasts to showcase their outfits.
Burberry planned its digital fashion show with the London Fashion Week and became one of the first brands to use digital tools. The fashion show’s theme was nature and was planned to be shot and released in September 2020.
Not just the brands and fashion shows, even independent designers are focusing on leveraging digital media to collaborate with buyers and influencers. We have witnessed numerous virtual fashion shows and events hosted by independent designers and influencers on Instagram.
It’s the influencers on Instagram and other social media platforms which can now set trends in the fashion industry. Right from showing live shows to reporting them has become possible with social media.
After a few months of the Covid-19 outbreak, a few designers started using 3D models to make them walk on the virtual runway. The world of fashion has followed the concept of 3D models since then. Although 3D models were used even before the pandemic, this crisis has brought the idea to light and made it the talk of the fashion industry.
One of the early birds to embrace 3D models during the lockdown was Anifa Mvuemba. She used 3D models at the Hanifa fashion show. The show was a huge success, and she was able to create a futuristic approach.
Several designers have followed the trend now. The best part is that with the 3D approach, they get to control everything. The designers get to control the skin tone of the model, background, lighting, sunlight, and whatnot. All the effects that can help the beauty of the clothes come out are now in their hands. Hence, several designers collaborate with visual designers and 3D experts to showcase their latest arrivals to the worldwide market.
Virtual Reality (VR) has so much to offer to the fashion industry. We have seen VR in the fashion industry and will continue to see it during the pandemic. With this immersive technology, designers can allow individual buyers and influencers to view and inspect their designs with a 360° view. It will provide a closer look to the viewers and allow them to view it from any angle.
The designers and fashion brands can also allow the users to sit back at their homes and enjoy the virtual fashion show as if they are right in the room. Not just that, buyers can also virtually try the outfits to see how it fits and looks on them before making the purchase.
VR is adept at combining the physical and digital worlds to provide an immersive experience. With that being said, designers can also use VR technology to simulate virtual runways and organize ramps with 3D models.
While digital media was a trend before the outbreak, it has become a necessity now. Designers are trying different ways to use digital media to survive the crisis and get a competitive edge over others. With digital media and motion graphics to enhance their presentation, designers can showcase their latest arrivals to the audience during the pandemic.