The Covid-19 pandemic has forced fashion brands and retailers to adapt to the circumstances and accept digital solutions as business strategies
In a press announcement, the Italian fashion house Valentino declared that its Haute Couture Fall-Winter 2020/21 show will be presented in the form of a live performance. In collaboration with artist and digital image-maker, Nick Knight, the performance will take place on July 21st at the Cinecittà Studios in Rome. The Covid-19 pandemic has forced fashion brands and retailers to adapt to the circumstances and accept digital solutions as business strategies.
This season is shaped by the exploration of the digital medium as a location for fashion weeks and presentations. Virtual showroom experiences, 3D design animations, and online fashion shows enable brands to introduce their collections to an international audience, though having limited options at hand. Brands like Dior, Ermenegildo Zegna, or Hermes have decided to stage their runway shows online, following the Covid-19 social-distancing standards.
Valentino Creative Director Pierpaolo Piccioli announced that the Valentino Haute-Couture Fall-Winter 2020/21 show will be presented through an event conceived by Pierpaolo Piccioli, in collaboration with British artist Nick Knight. The house will unveil the inspiration behind the performance art in an appointment with the Federation de la Haute Couture et de la Mode, on July 8th during Paris Couture.
«The project arises from an idea that merges the human and digital worlds creating a bond that is the legacy of the rebirth period, society is experiencing at the time. The limits that we are living need to be transcended through grace and lightness. The Live Performance will bring together the human and the digital touch creating a dialogue where neither of them will take the lead. No digital effects can substitute the humanitas», the House states in the press release. The performance presentation would represent the inner values of Couture: creativity, imagination, and emotion.
The show was streamed online on July 21st –a group of fashion reviewers, based in Italy, attended the performance in accordance with the new health and safety measures. Pierpaolo Piccioli conceives a new beginning in the space of fifteen silhouettes, communicating with the digital to create a new dream, both material and immaterial.