Phygital fashion: Valentino takes haute couture show to the circus in Rome

Italian luxurious group Valentino had fashions suspended from swings in flowing white robes in opposition to a pitch-black background in a circus-inspired high fashion present, live-streamed from Rome.

After being pressured to cancel occasions, shut retailers and halt manufacturing throughout lockdowns triggered by the coronavirus pandemic, high-end vogue homes have largely ditched conventional catwalk exhibits and changed them with movies, movies and different codecs to showcase their collections.

If a digital shift have been to not be embraced at a time like this, the style trade in Italy alone is “expected to suffer a 20%-30% drop in revenues this year, from 67 billion euros ($76 billion) last year. So the job now is to stanch losses and maintain ties with consumers, and a spotlight on digital displays given the necessity to maintain social distance,” reported the Associated Press earlier this month.

 

Valentino’s designer Pierpaolo Piccioli set his Of Grace and Light fall/winter 2020-21 couture present in Rome’s famed Cinecitta movie studios, working with British photographer Nick Knight who remained in London.

The occasion was half bodily, half digital, with a small media viewers attending.

 

It displayed 15 robes, all pure white however for one with silver fringes, with cascades of feathers, ruffles, chiffon and taffeta. Some have been even 4 or 5 metres lengthy, to showcase the painstaking work in creating them. Some of those silhouettes took as much as 4,000 hours of sewing by hand, requiring 350 metres of cloth.

On an Instagram submit, the official Valentino deal with defined the designs saying, “Silhouettes are made extreme in length, radicalized to accentuate the craftsmanship in every stitch.”

Piccioli advised reporters on Zoom the lockdown had disrupted the supply of made-to-order embroideries and patterns however that his present wished to ship a message of hope and positivity.

“It came out at a tough moment but I believe our job is not to reflect the moment but rather react to it. Couture is made for emotions. It’s not for walking, it’s for dreams,” he stated.

The males’s vogue week that concluded a short time in the past additionally noticed a digital shift from luxurious vogue manufacturers specifically Prada, Louis Vuitton and others taking over the ‘phygital’ format of vogue exhibits.

— with Reuters inputs

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