Fashion weeks, as we know them, have been going through a transformation this year amid the pandemic and ongoing restrictions. The Big 4 – New York, Paris, London, Milan – have so far shown that it is possible for even the biggest events to react to the pandemic without missing a beat by embracing the new hybrid or “phydigital” (physical and digital) format.
Many shows had physical events with limited attendance and the rest chose to stream online. For example, Rebecca Minkoff used Instagram to host a two hour long livestream shopping event during the New York Fashion week. In Paris, Miu Miu chose to invite international celebrities like Gabrielle Union and Milla Jovovich to join the show in virtual front row seats, through a Zoom call. For London Fashion Week, the British Fashion Council set up a series of virtual events on a digital platform. This included