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Dior, Hermès… Until Wednesday, each haute couture house will unveil its collection with a video broadcast during its time slot.
Without a show for the first time in its history but with high artistic ambitions: Virtual Fashion Week kicks off Monday in Paris, creatively braving the post-Covid depression.
From day one, Dior will set the bar very high: the haute couture collection will be unveiled in a dreamlike setting by Matteo Garrone, director of “Dogman” and “Gomorra”, which won awards at Cannes.
“The process of creating this collection has been complex. When we started it, it was clear that the real show couldn’t take place. It took an extremely dense, very creative project,” the designer of Dior’s women’s collections, Maria Grazia Chiuri, told AFP.
The film presented as “the alchemy of the emotions of the 7th art and the excellence of the know-how” of the historic French house will be broadcast this Monday at 2:30 p.m. (12:30 p.m. GMT) on the Dior website, and accessible to all.
Each house included in the official calendar of the Federation of Haute Couture and Fashion will unveil its collection with a video broadcast during its slot. This is a new exercise for designers, overwhelmed by the changes brought about by the coronavirus epidemic and deprived of podiums.
Backstage of luxury
Hermès set the tone on Sunday by presenting its men’s collection in an artistic performance filmed in real time by theatre director Cyril Teste, in the house’s workshops in Pantin near Paris. Casual collection, nonchalant presentation with a zoom on the game of stripes or leather accessories, the saddler’s fetish. Details that you would hardly see on the show.
“I’m always looking for renewal, and even though change scares me as much as it stimulates me, I prefer that anxiety to repetition. The unexpected is creative,” said Véronique Nichanian, designer of the Hermès men’s collections.
“One thing I was particularly interested in was getting into the eye of the creator and into the backstage that the public of the parades never really has access to,” explained Cyril Teste in a press release. For fashion designer Maurizio Galante, presenting fashion online is like going from the theatre to the cinema.
It’s “a great opportunity to get messages across to an audience that will be focused on images rather than looking at who’s sitting in the front row“, the one reserved for celebrities, explains the designer whose collection will also be presented on Monday.
Vietnamese designer Xuan Thu Nguyen explains to AFP that the “artistic video” of her brand Xuan, rather than showing the entire collection, will be a “teasing” to draw spectators into her world. “If you have nothing, not even electricity, you can still create,” she says.
« Show must go on », sums up for his part to AFP the couturier Stéphane Rolland.
Julien Fournié, for his part, has chosen to display the artisanal and demanding work of the couturier “as in the time of Paul Poiret, Jacques Fath or Monsieur Dior“. From the initial sketch to the canvas – the garment is cut from a white fabric and draped over a mannequin to be specified, before being made in sumptuous fabrics.
Read also > Luxury perfumery: The 5 emerging trends
Featured photo: © Hermès
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Dior, Hermès… Until Wednesday, each haute couture house will unveil its collection with a video broadcast during its time slot.
Without a show for the first time in its history but with high artistic ambitions: Virtual Fashion Week kicks off Monday in Paris, creatively braving the post-Covid depression.
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Dior, Hermès… Until Wednesday, each haute couture house will unveil its collection with a video broadcast during its time slot.
Without a show for the first time in its history but with high artistic ambitions: Virtual Fashion Week kicks off Monday in Paris, creatively braving the post-Covid depression.
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