Amidst the coronavirus pandemic, the Lakme fashion week is prepared for the first digital edition walk.
The restrictions on the budget and travel have led to a reduction in sales, people are finding it difficult in going back to the normal routine.
In early October, the Head Designer of Prada, Miuccia Prada in her show said that in these polar times, everything is opposite. In Summer/Spring collection of the label, models walked around a sport themed set with screens on the walls live-streamed to know who watched from home. It implies that a viewer would be able to observe other viewers watching the show.
In this way, the Head designer of Prada blended the viewers, particularly who would have been sitting in the front in the show and linked the distance between the audience and performers.
In countries like India, which has a large number of Covid-19 patients, they cannot organise a live programme. The Lotus Makeup India Fashion Week and Indian Couture Week took place in a hybrid way of physical and digital format. The show was a pre-recorded film. Now, the Lakme Fashion Week 2020 shall be hosted between 21-25 October in the digital format including designer showcases, webinars and films.
In the upcoming summer/spring fashion shows, the format will be perfectly digital. The shows in Milan are conducted physically by practising social distancing. Italy claims the lowest number of Covid cases in Europe and assures attaining their former position in the fashion world.
Fashion shows are very frequently organised in Paris with a local audience. Chanel show had welcomed 500 masked guests. At the same time, Louis Vuitton had installed 360-degree cameras between the seats and provided a virtual presentation to the viewers in their smartphones. It was like we were present in the event, said Vogue.
The Shanghai Fashion Week which included 90 shows and presentations was organised in a physical event. The show was additionally live-streamed to reach a global viewership. This was the result of the pandemic and the restraints it brought forcing the brands to undertake the Hybrid form of showing.
The Lakme Fashion event will be virtually customisable for the viewers including the media, the buyers and the audience. They have been strategically planning their investments. ‘The Runaway’ shall showcase the fashion and designer films, the See Now, Buy Now innovation allows customers to purchase clothes immediately after the show ends.
The shooting of the Lakme Fashion Week had started weeks before. They plan to use these features and expand their reach. It is also decided that in case a physical event is planned, these innovations shall add to the offerings of the customers. This upcoming show will be a trial and the feedback from the audience shall be taken into consideration, said the co-sponsor.
The IMG Reliance, co-sponsor stated that 800 Covid test was conducted in the filming of the show in Mumbai at regular intervals. The event was following the Standard Operating Procedures given by the government including the necessary quarantine after the show.