By now, we have all well and truly become acquainted with the rapid changing landscape of the fashion industry with coronavirus sweeping the globe, teaching us all valuable lessons in acclimatising. This season however, Paris and Milan fashion week schedules will experience bigger absences than ever. The schedules will take the hit of Gucci, Bottega Veneta, Balenciaga, Saint Laurent and Alexander Mcqueen in their announcement to withdraw from the official schedule.
As the pandemic continues to wash over us and redefine what we ever considered as "normal", it is only expected that most fashion houses would restructure to take their presentations digital. Last season we saw an array of the worlds most renown Maisons replace their regular calendar showings with less than traditional modus operandi, for example Gucci in their collaboration with Gus Van Sant in a film series titled Ouverture Of Something That Never Ended to take place instead of their Milan Fashion Week showing.
This year, it will not only be Gucci but we will see some other major contenders in fashion week disappear altogether. Other brands part of the Kering Group such as Bottega Veneta, Balenciaga, Saint Laurent and Alexander Mcqueen have also officially announced their absence and participation in this seasons showings - preferring to share their work on their own terms
It still remains open for discussion whether this move is in reflection of declining sales and in pursuit of financial preservation or whether this is all part of a bigger digital strategy mystery. Needless to say, whatever the reasons - these announcements may only be the beginning of a new norm and everything we have come to know about our fashion weeks. With the likes of Balenciaga presenting their last A/W 2021 collection through an interactive video game, in terms of where COVID has left the fashion industry - it seems now, the sky really is the limit.
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