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Zegna, Gucci rethink physical shows from digital platforms

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Zegna, Gucci rethink physical shows from digital platforms

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Gucci, meanwhile, has already announced that it will eschew destination runway shows and whittle down its calendar to two events a year, in a bid for prudence.

To mark the end of a cycle, the fashion house rolled out a 20-minute video titled “Epilogue,’’ with the design team acting as the models. The gimmick provided a rare look at the faces who power the brand from behind the scenes — something that has become of public interest as consumers push for diversity and inclusivity.

While there was no live event, Gucci organized small watch parties in key fashion cities where the health situation permitted, including Milan and Paris, as well as Barcelona, Shanghai and Moscow.

‘’The collection, in short, is the end of an experiment,’’ creative director Alessandro Michele told viewers. ‘’It’s an attempt to use fashion as a space, in particular, as an experimental lab. And this is my experiment.’’

The digital experiment this fashion week — conceived out of epidemiological necessity — had the effect of emphasizing the absence of energy normally generated by the live shows. There were some exceptions.

Donatella Vesace, who decided to join the fray at the last minute, showed off her old school celebrity knowhow by inviting British rapper AJ Tracey to debut a new track for the preview of the upcoming Flash Collection. Tracey performed in snake print outfit matching the one worn by model Anok Yai, who does a mesmerizing contortionist dance.

Few fashion houses captured the moment as well as Sunnei, the six-year-old brand founded by Loris Messina and Simone Rizzo.

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