Can we do a better fashion show in virtual than in person? Stylist Rebecca Minkoff, one of the few to organize a show in the flesh during the short New York Fashion Week, hopes, thanks to augmented reality technologies, to immerse Internet users in her spring-summer collection 2021.
Due to the pandemic, for the second consecutive season, New York’s ready-to-wear collections (those for fall-winter 2021-22) are only presented online – through the platform Runway360 launched last season by the CFDA (American Fashion Union) – and most of the big names of Fashion Week are conspicuous by their absence.
The only exceptions: Jason wu, who organized on the first day, February 14, his parade for just 25 people, and Rebecca Minkoff, less known, who invited a hundred people, on February 16, to a presentation in Soho, with masks and social distancing.
If Internet users were able to follow the presentation of stylist Rebecca Minkoff live on TikTok or Instagram, other fashionistas can see her Spring / Summer 2021 collection, starting February 17, with 360-degree images, on Yahoo. In association with Verizon Media’s 5G production studio and their partner Yahoo Ryot Lab, the stylist used augmented reality technologies to enrich her presentation.
With their mobile phones, consumers will be able to zoom in on a fabric, walk around an item of clothing, examine its details, all of which are impossible to do even when seated in the front row of a “true” parade. This content “really allows the consumer to get closer to the stylist and the garment without even entering a store”, indicated the stylist to the specialized site Women’s Wear Daily.
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Many nevertheless consider the physical parades irreplaceable. “Seeing a collection in person is much more exciting, you can feel the atmosphere, see the fabrics, there is music”, said Karina Blik, a Russian model and blogger after the show, rich in leather shorts and summer clothes in animal print fabrics.
With the parades online, “we lose the energy, the magic, and the social aspect”, also estimated Esther Santer, blogger from New York of 30 years. “Ultimately, nothing replaces seeing in person how a garment moves, what it looks like, worn on a person. It’s amazing that Minkoff managed to do that., she added. It’s great to be able to go out and have a taste of this Fashion Week because I know how much we all miss her ”.
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