Chanel was able to debut its incredible spring-summer 2021 collection. Replacing its cancelled cruise show in Capri. BUT DIGITALLY?
Would this be their first and last online fashion show?
Chanel became the HOT topic for all fashion addicts and ordinary people like me- I was part of that large percentage. In a bid to bring those sad, covid faces back to life, the world awaited Virginie Viard; creator of 2021 Chanel. Expect it was virtual may you ask? On May 4, Chanel held a virtual cruise show in the south of France, showcasing to adapt the use of existing fabrics and transformative garments, such as skirts that could become strapless dresses- with video and photographic backdrops of a Mediterranean sunset, bougainvillea and cacti set against white walls. .
Snuggled up with a coffee, we scan all the models wearing mesmerising pieces.
Unaffordable for largely every student- yet many strive to buy that mini black bag. Clearly, I know can buy a similar one from Zara or Primark. But it’s all in the logo.
That’s Chanel.
The huge industry of fashion adapts too – like schools to socialising online, it was a chance for further experimentation. Technology become the norm by 2008, and now have digital fashion shows in 2020. From countless aesthetic Instagram feeds to literally THOUSANDS of TikTok videos being made every second. It boosts that hashtag “fashion”. Many teenagers helped grow its name in history- however it was become an ironic moment for Chanel’s designer, Robert Goosens. As we all collectively feel the addictive sensation of our fingers tapping and scrolling. One-click and it’s bought. Chanel makes profit and you are broke.
“Since 2021, an estimated 2.14 billion people worldwide are expected to purchase goods online” (Statista, 2017). “63 percent of shopping occasions begin online (Thinkwithgoogle, 2018)”. “In addition, nearly half of consumers shop more on mobile than in-store (Ibotta, 2018).”
It’s insane to think that the major fashion industry makes up 2% of the world’s GDP, given that these runway shows continued, meant it didn’t affect much but instead grew even bigger. Social media and influencers play the biggest role in promoting products today. The key was to figure out a new way to market- something better, newer, and “viral”. With a unique clothing item, the brand is likely to reach more people.
“This year was going to be different” quoted by Virginie Viard
In addition to being known for being the biggest brand in the world, Chanel’s art pieces have also become a great deal of the luxury industry. Not only were the art pieces appealing to the eye, but the exotic locations took us onto a cinema screen to experience something unforgettable. The unforgettable vast proportions of the Grand Palais allowed to take a trip around the Mediterranean.
Viard wished for his collection to reflect “a scent of eucalyptus, a colour of bougainvillea, the islands” altogether to accomplish the masterpiece under his management following the passing of Karl Lagerfeld. Chanel became famous for their icons. The capsule wardrobe includes items that can be kept in a small suitcase on wheels, a shopper bag, and an embroidery handbag fortraveling light.
Was it necessary for Chanel to make a virtual fashion show? Could Viard wait an extra year to debut new and fresh looks. Safe to say some of the public audiences were disappointed in the outfits that were seen on runway; some may have described it “cheap-looking” and “done before”. The controversy of releasing the collection was largely decided whether it got that varied recognition on global scale. And it did. The media did it.
Was it necessary for Chanel to make a virtual fashion show? Could Viard wait an extra year to debut new and fresh looks. Safe to say some of the public audience were disappointed in the outfits that were seen on runway; some may have described it “cheap-looking” and “done before”. The controversy of releasing the collection was largely decided whether or not it got that varied recognition on global scale. And it did. The media did it.
Was it necessary for Chanel to make a virtual fashion show?
Culture Whisper. 2021. Chanel’s first digital fashion show
Nast, C., 2021. 5 Things To Know About Chanel Cruise 2021
Chanel's First and Last Virtual Fashion Show Debuts 