Latvian designer Natalija Jansone will present the collection at Milan Fashion Week

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The usual seasonal fashion shows in Europe and elsewhere in the world have now been replaced by semi-virtual versions, reducing both collections and production for fashion houses as a result of the pandemic. The prestigious Milan Fashion Week, which started on 22 September, is now partly in digital format (41 collections are presented digitally, 23 as classic fashion shows), and within the framework of the project “Fashion Vibes”, with the spring and summer collection of 2021. Latvian fashion designer Natalija Jansone also participates.

“The digital format is likely to become more and more entrenched in the world of fashion in the coming years. Also as a sign of change in the industry as a whole. “Zooming in or using other digital communication tools,” explains designer Natalia Jansone. She says that even stylists work with clients in different parts of the world remotely. “We’ve already had a number of cases where, when creating costumes, we keep them on the body of people like the customers. Virtual orders are also made by stores, choosing costumes for their seasonal collections through pictures and videos.”

Despite the changes, the designer believes that this crisis will not destroy the fashion industry, because people have been trying to differentiate themselves and highlight their personalities for centuries. However, she believes that people will increasingly choose high-quality, sustainable and easily variable clothing from natural and high-quality materials. “The second clear direction will be and is already comfort – sporty style in all its nuances. Due to limited travel opportunities, local designers will be increasingly appreciated, thus activating and becoming more creative for the local fashion scene,” says Jansone.

Natalija Jansone’s spring and summer collection of 2021 is a tribute to a traveler who does not choose exotic destinations, but travels in her dreams and feelings in order to get closer to herself and the new world that is still being created. She is its ambassador – in the attitude, clothing and imprint, through which she leaves the aesthetic and physical space of the world. Elegance and light romance in the collection are combined with future-oriented dynamism and openness. Comfort, free, flowing silhouette lines – with sportiness. For natural materials – silk, cotton, viscose, creating a sense of security and authenticity, while for the choice of colors, textures and their combinations – unexpectedness, surprises, non-artificiality and openness to new sensations and synergies. In life and clothes.

Photo: Natalija Jansone’s new collection:

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