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Chanel, Balenciaga, Gucci – how TOP fashion houses are adapting to digital reality

Chanel, Balenciaga, Gucci - how TOP fashion houses are adapting to digital reality 36

The new reality makes its own, not always desirable adjustments and at the same time creates a breeding ground for the birth of innovations and new ideas. Even if they appear not from opportunities, but from limitations. CHANEL, BALENCIAGA, GUCCI – how fashion houses are adapting to digital reality…

Fashion brands are now embracing fresh forms of interaction with their audience. Moreover, they perfectly cope with this, choosing the methods and languages ​​of communication that are suitable for the brand concept.

Keep in touch

Many fashion houses have switched to online fashion shows. House Chanel annually in early December demonstrates one of its most anticipated collections – Metiers D’Art – the crown of artisan craftsmanship.

This year, the brand did not abandon its traditions, but this time the show was held without spectators in a picturesque place of the Loire Valley in France – the Chenonceau castle. But it was possible to attend and feel the atmosphere of the event in the online broadcast.

It is worth noting how wonderfully the eclectic models of the collection fit into the historical interior of the castle, echoing with the decor in terms of colors, graphic rhythms and curls of skillful embroidery.

 
 
 
 
 
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A post shared by CHANEL (@chanelofficial)

A celebration of life without masks

Designer Elie Saab, instead of the traditional show at Paris Fashion Week, presented the lookbook of the new spring-summer 2021 collection and shot a short film in the open spaces of nature in the Fakra mountains.

The optimistic spirit of Elie Saab’s multicolored, chic collection foreshadows that lockdown will soon be forgotten. We will gather again at parties and certainly in beautiful clothes. Life goes on!

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In the mini-film, the desire for non-verbal contact is well conveyed – through careful and quivering touches, the position of bodies in space, at first at a distance, and then extremely close to each other. What we all miss so much.

Integration into virtual worlds

Perhaps the most innovative way to present the collection was Balenciaga’s idea of ​​integrating fashion into virtual worlds through the video game Afterworld: The Age of Tomorrow. And to make it “available” to a wider circle of people.

 
 
 
 
 
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A post shared by ELIE SAAB (@eliesaabworld)

Wake up the imagination

Another anti-digital way of getting to know the Spring / Summer 2021 collection is offered by Jonathan Anderson, designer of JW Anderson. His show-in-a-box idea with clippings of collection models, fabric swatches, colored paper, inspires something anti-digital. Break away from screens, activate imagination and childish curiosity. See, touch, customize … Really feel the sense of belonging with the brand, awaken interest in creativity.

 
 
 
 
 
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A post shared by JW ANDERSON (@jw_anderson)

Everyday inspiration

From the need to resort to and immerse ourselves in digital technology, we began to value more live communication and simplicity, discovering small moments of joy in everyday life.

Now, more than ever, we feel a deficit of positive emotions, a sense of security, caring, belonging and community. Emotions lead the path of love from customer to brand.

More natural, non-staged shots, natural locations, home shots showing life as it is appeared in the Instagram feeds. Brands interpret this trend in their own way.

READ: FROM DIABETES TO PARKINSON’S BEHIND THE SCENES. 10 DISEASES OF THE CELEBRITIES THAT FEW PEOPLE KNOW ABOUT

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Balenciaga deliberately demonstrate all traces of human activity in the current environment without embellishment. The models of clothes, adjacent to the contrast with non-trivial surroundings, look very expressive and creative.

 
 
 
 
 
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A post shared by Balenciaga (@balenciaga)

 
 
 
 
 
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A post shared by Balenciaga (@balenciaga)

The most faithful friend

More four-legged friends have appeared in advertising campaigns for fashion brands and on Instagram. Animals, as the main characters of the shooting, have already met in the Gucci campaign for the spring-summer 2020 season. Then, according to the idea of ​​Yorgos Lantimos, the director of the films “Lobster” and “Favorite”, the animals posed in the frame along with the models on the beach, in the pool, at the table.

 
 
 
 
 
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A post shared by Tod’s (@tods)

The Christmas ad campaign for the Italian brand Tod’s is touching. This time, instead of models, brand accessories of the brand represent animals of different breeds.

In the Acne Studios Fall / Winter 2020 collection look-book, the main characters are members of the brand’s team with their four-legged friends. Filming took place at Acne Studios headquarters in Stockholm.

 
 
 
 
 
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A post shared by Acne Studios (@acnestudios)

Jonny Johansson – creative director of the brand believes that dog lovers are a special subculture. In this collection, he wanted to pay tribute to it for the inspiration that it gave him

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Featured image credit: unsplash.com

READ MORE: BATTLE OF MALE AND FEMALE COLORS. SEDUCE A MAN AND FORGET ABOUT THE WAR: WHY WOMEN WERE FORCED TO LOVE THE PINK COLOR

READ ALSO: WHY A TURTLENECK IS SEXY AND NOT THE OTHER WAY AROUND

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