During the epidemic, in order to gain more attention, brands had to take a leap and develop innovative new product release formats. No. Recently, many brands have broken the original fashion week's rhythm of releasing new quarterly series, releasing new products in creative forms such as games, salons, and movies, bringing us a visual feast.
Obviously, the epidemic did not make us lose our enthusiasm for fashion. On the contrary, it has unearthed more possibilities that clothing can bring us: entertainment and relaxation, connecting with each other, and firm belief.
"Warmness contains light"
Saint Laurent
Live broadcast, show you more places
Black and high-heeled, in the trailer, Saint Laurent is as sharp, sexy and dangerous as ever.
The trailer for the 2021 spring and summer series was selected to be shot in Majorelle Garden, a place that is iconic for founder Yves Saint Laurent.
In 1966, Yves Saint Laurent and his lover Pierre Bergé fell in love with this special garden during their first trip to Morocco and bought it in 1980. After Yves Saint Laurent passed away, his ashes were scattered in the garden, which now displays the private collections of Yves Saint Laurent and Pierre Bergé.
Looking at the trailer, one can't help thinking that this will be a colorful summer trip, but it is not.
The form of live show watching that has emerged in just half a year has become very mature, with previews, guests, catwalks... the "oldest three" in fashion week are no less, even more elaborate.
Caiying debuts in Saint Laurent 2021 summer series live room
But the brand is not tied to the form. With the help of live broadcast, the brand can take us into the realm of fantasy, and it can also take us to explore the mysteries of nature. The Saint Laurent show is no longer an aquatic fantasy in front of the Eiffel Tower. The 2021 summer series has come to show its "exclusive danger" in the endless desert.
Desert Gobi, this savage and desperate place always gives people an illusion of the end of the world, just like a world lightly covered by a layer of mist. But when the Saint Laurent girls filed out on the sand dunes, the iconic black patent leather and high-heeled, bright and seductive red lips strongly told us: whenever Saint Laurent "may you be with you now" .
Compared with the previous styles, many items have changed: silk tops with cycling pants; a smooth and neat phantom jumpsuit outlines a graceful and slender silhouette; Le Smoking has no A new interpretation of bondage... Creative Director Anthony Vaccarello said: “This season I want to focus on the essence of things. I think this is a sign of the times. However, I don’t want to add anything dark or heavy. For me, a symbol of the desert. With a desire for tranquility, a vast space, and a slow pace. The fabrics of this season are also softer, showing a state of free stretch and deducing the true self."
Bottega Veneta
Explore intimacy
COCO after the winter and we explored on intimacy idea, like "stick autumn fat" the same time, we enter the winter inevitably hungry for more warmth and hugs.
This season Bottega Veneta also focuses on intimacy. First of all, it changed the format of the spring-summer and autumn-winter series that used to be released on time, and chose to release the first big show in 2021 in an intimate salon format, and named it Bottega Veneta Salon 01 Spring Salon.
Salon catwalks were popular in the 1950s, VIP customers and critics were invited to watch the show. The number of people invited will not be too many, and some models will even express their understanding when they perform costumes. The client is in a private space with a small number of people, and can talk intimately with friends and designers and feel more relaxed.
Coming to Bottega Veneta Salon 01 spring salon, creative director Daniel Lee also insisted that live models are the key to storytelling, because these models represent the spirit of Bottega Veneta. The salon format has narrowed the distance between the models and the guests very well. They not only shuttled between the guests, but also changed the arrogance of stepping on the beat on the T stage in the past, and made eye contact with the guests from time to time.
Next, let’s take a look at how this season’s ready-to-wear shows of intimacy. Daniel Lee said: “Because the epidemic has closed the world, all we really have are studios and works. It’s like a kind of treatment. It can help. You spend the darkest time because you can completely lose yourself in making a beautiful cloth, a beautiful dress."
Incorporating the concept of home salon into the design, Daniel Lee uses a lot of colorful warm colors and a variety of knitting items. The very design bubble woolen cloth presents a posture of retractable and healing. In terms of design, he also changed the sharpness and indifferent preference of working women in the past, presenting a relaxed and cozy home state, gentle and restrained, warm and intimate.
The relaxed dressing also hides Daniel’s prediction of next spring and summer fashion trends-elastic knitted skirts are shorter, tighter and more sexy. He said: "I want to create a very charming and delicate world and universe, but It’s also very naked and very pure. I’ve always been interested in this idea and want to know how to feel comfortable and elegant at the same time."
Gucci
The world of literature and art
Gucci can always eat the minds of literary youth to death. Lace, logo, bow...These mortal people imagine that they will be a little vulgar decoration in the hands of creative director Alexanjo Micheli. They can always turn out a different style, not only because he is good at unexpected designs, but also good at combining advertising with The integrated design of the publicity form makes the brand impression even more popular.
This is not unrelated to Michele’s own experience. His mother loves movies and his father loves sculpture. Such a growing environment has made him a very artistic person.
The mansion in which his studio is located is one of the rare palaces designed by Raphael. In order to match the romantic atmosphere of the Renaissance when the building was completed in the early 16th century, Micheli believed that only antiques can match the brilliance of the Renaissance masters. Rival. So a huge square desk from the 19th century, antique jewelry, and even a tortoise from the 19th century... all helped him transform this into his own whimsical world.
From his furniture decoration, you can feel that there is a little delicate hidden in the extraordinary brain hole. So in the 2020 autumn and winter series, he can think of the idea of arranging staff to board the show, because a big show is by no means a feast that can be done by himself.
Last month, Michelle plunged himself into the movie world again. The new "Gucci Ouverture" fashion series will be released from November 17 to 23 in a row. This series of short dramas is based on well-known director Gus Van Sant and Michele Co-directed, here may be a clearer glimpse of Mikari's whimsical world.
Episode 7 "Night Walk"
Episode 6 "Ancient Shop"
Episode 5 "Neighbors"
If we want to know how the micro-movie is, maybe we can get a little understanding of Gus Van Sant, the director Michele invited this time. He was nominated for Best Director Oscar for the films "Mind Catcher" and "Milk" starring Matt Damon. The unique "Elephant" helped him win the Palme d'Or. In the eyes of fans, "Myself" "Idaho" is also a heavyweight work.
It is conceivable that during the epidemic in which movie theaters are restricted, such a great director's work that can be watched online for free is worth seeing.
"Good Will Hunting"
In the seventh episode of "Night Walk", Gus Van Sant himself made a cameo role-the heroine Silvia Calderoni, representing Gucci's asexualism, which is also the fashion concept that Mikary has devoted to spreading to people over the years.
BALENCIAGA
Developed a game
"I hate fashion movies, I think it is outdated." Balenciaga brand creative director Demna Gvasalia said. So in the BALENCIAGA Fall 2021 series, we saw a video game revolution-games have become fashionable and clothes have become electronic.
Demna Gvasalia has been preparing for the game since April, cooperating with the game engine Unreal Engine developed by Epic Games. At the same time in the Paris studio, Demna Gvasalia led the team to digitally scan the models and transform them into virtual characters.
Yes, this is a real, developed game. Players who experience the game put on VR glasses and open the game page. They are the only protagonists with the first perspective.
Players will follow the clues given by Gvasalia to clear the level and fight monsters. They will encounter various characters (NPCs) dressed in the BALENCIAGA Fall 2021 series, and finally find the reward-the sword in the stone (in the original legend, the sword was drawn from the United Kingdom King Arthur, the player who pulled it out here). This game is set in the future world 20 years from now-with the scene of the game "Afterworld: The Age of Tomorrow" as the background, every player who embarks on this heroic journey will wear 2021 Autumn works, imagine the changes that will happen to human clothing in the years to come.
Picture from @红桃MJ
The clothes emphasize the durability of wearing and the concept of repeated reuse: spacesuits with NASA logos in different eras are very futuristic; distressed processing and high-performance sports elastic fabrics are used extensively...The advantages of electronics allow the picture to show fashion through special effects The natural development process of materials emphasizes the durability of clothing and the concept of sustainable reuse.
This is a bold decision, not just in form-the brand abandons the audience diversion from mainstream games, but relies on the brand's loyal customers to expand its influence. This is undoubtedly a difficult and difficult road, but it is also the time of the epidemic. The fearless attempt. As the brand public relations revealed in the circle of friends: in the digital environment, the value of luxury goods has shifted from previous craftsmanship and quality to creating an all-encompassing immersive world. People pursue a lifestyle called BALENCIAGA, and products must be equipped. .
Indeed, the meaning of luxury is not limited to craftsmanship. Miu Miu and Balmain interacted with celebrities in the form of live screencasts, and Moschino released the 2021 Spring/Summer series in the form of puppets... Fashion Week is like a creative contest.
Under the conditions of similar handicrafts, considering that the added value of luxury goods is "brained", who can open the door to the Z era market with design and innovation? Perhaps the moment of the epidemic is also a time for many fashion brands to seize the opportunity to transform.
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