While the focus during theshows is on the runways,designers are increasinglyembracing the charms ofthe digital world. Indeed,there were so many fashionﬁlms on a loop during thespring 2011 shows, it seemsthe still image could have arival for the fashion world’saffections. Hussein Chalayanand Gareth Pugh both showed ﬁlms instead of holding conventional runwayshows to present their spring collections. Pugh collaborated with directorRuth Hogben to make a ﬁlm showing model Kristen McMenamy writhingaround wearing Pugh’s ﬂared leather pants and sculpted jackets.
Chalayan directed a stark ﬁlm for his collection, which was inspired byJapan’s isolationist Sakoku period. Models were ﬁlmed walking in a sparespotlight, and in one of the shots, hooded ﬁgures ﬂuttered the skirts of amodel’s delicate ﬂoral dress.“There is always this performative element tomy work, [so] ﬁlm for me has been quite a natural medium,” Chalayan said.
Some emerging London designers also took to the screen, like JonathanAnderson of JW Anderson.
While ﬁlm is undeniably having a moment, many labels are also showingtheir wares on smaller screens, via the Internet. Louis Vuitton showed springlooks in 360 degrees on Facebook or via the iPhone and iPad, on the sameday as its show.And Burberry, which has led the charge in live-streamingrunway shows, offered customers the chance to buy selected pieces from itsspring Burberry Prorsum collection online—for delivery seven weeks later—and via an iPad app as the looks were shown coming down the runway on itsWeb site. Bottega Veneta live-streamed its show via bottegaveneta.com—butthe video was only visible on that day and to the label’s top customers whowere given a password to access the site, and invited to place their springorders immediately following the show.
Etro’s show, titled “The Tree of Life,” was a celebration of the house’s 50th anniversary. “My father founded the company in 1968, which was the year of counterculture and psychedelia. It’s really a show that celebrates that and the paisley design of India and its origin,” said Veronica Etro. #wwdfashion #mfw #ss18 (📷: @delphineachard)
For @msgm’s spring 2018 show, creative director @massimogiorgetti said “Words, sounds, colors. Synthesis and therapy of a collection,” were the inspirations behind the collection, showing today. Read the rest of Milan spring 2018 inspirations on WWD.com. #mfw #wwdfashion #ss18
For her first solo album in over 10 years, Fergie tapped Carine Roitfeld, Mert and Marcus, Giovanni Bianco and more to create a fashion-focused video approach for the record, Double Dutchess. "Giovanni really helped me get back in touch with my tomboy side, my hardside," said the singer. #wwdeye #wwdfashion ( : @slovekinpics)
“Volumes and Graphic Art of the Nineties are the main inspirations of the new Aquilano.Rimondi SS 2018 collection,” said cocreative directors Tommaso Aquilano and Roberto Rimondi. #wwdfashion #mfw #ss18