Con la nueva situación socioeconómica y cultural, la semana de la moda se tiene que replantear el modelo tradicional, encontrando en los desfiles digitales algo más que una solución temporal.

El caso de Giorgio Armani puede considerarse uno de los primeros temas de desfiles digitales dentro de este nuevo panorama derivado de la pandemia.

Un desfile no es solamente un evento, se trata de una estrategia comercial y una declaración de intenciones” cuenta Quique Vidal, fundador de Becomely, una firma española que lanzó hace unos días su propio desfile virtual. “Con él, queríamos dejar claro que existen otras formas de hacer moda

El objetivo es demostrar que existen formas de hacer los desfiles de otra manera, con un punto de vista más digital y, sobre todo, más sostenibles y económicos”, una consideración que acompaña a la situación monetaria de la industria actualmente. “Los desfiles convencionales son caros y requieren mucho tiempo de preparación (fittings, convocatorias, etc), mientras que los desfiles digitales se realizan de una forma diferente; puedes repetir la toma las veces que necesites y tienes más tiempo y opciones para comunicarlo”, cuenta Vidal “Quizás lo único que podría decir en contra de un desfile digital es que se pierde la magia del directo”.

La semana de la moda en Londres ha seguido el mismo camino. La resolución del Consejo de la Moda Británico ha sido fusionar las citas que iban a tener lugar durante el año, creando una plataforma digital, que recogerá las propuestas de moda femenina y masculina, además de entrevistas con diseñadores, podcasts y salas de exhibición virtuales para hacer pedidos.

De este modo, el acceso restringido a profesionales e invitados ahora se abre para todo el público, planteando la cuestión de si los desfiles virtuales son el último bastión de la democratización de la moda.

«Al crear una plataforma para la Semana de la Moda, estamos adaptando la innovación digital a nuestras necesidades actuales para construir como un escaparate global para el futuro”, declaró Caroline Rush, directora ejecutiva del Consejo.

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