The Future of Fashion: NYFW Goes Virtual

New York Fashion Week (NYFW), held in February and September of each year, is a chance for designers to showcase their latest fall and spring collections to buyers, the press and the general public. With the world still navigating public safety during COVID-19, New York Fashion Week is staying virtual this year for its fall 2021 lineup.

This season, designers will showcase their collections in digital formats such as livestreams, look books and video presentations in lieu of traditional in-person exhibitions. The event launched on Valentine’s Day with Jason Wu’s livestreamed runway show, followed by virtual presentations and videos from Markarian. Markarian has come into the public eye after receiving the honor of dressing Dr. Jill Biden for the 2021 Presidential inauguration ceremony.

While holding a largely virtual event is no doubt challenging, it has led to some very creative PR initiatives. This season explored the future of fashion and how the industry is continuing to adapt during COVID-19 — all the while maintaining a healthy dose of inspiration and hope.

Vogue Magazine relies heavily on the fashion industry and its fans to stay in business. To create buzz for this year’s festivities, the outlet challenged its social media followers to recreate their favorite couture and share it online.

International modeling agency, IMG Models, was also announced as the official editorial partner of #TikTokFashionMonth. TikTok featured live and pre-recorded content across IMG’s TikTok channels throughout the fall 2020 shows, and the TikTok community will continue to have access to IMG’s content for the spring 2021 shows taking place this month.

2021 Spring NYFW will extend beyond its typical 7-9 days to a month-long event. With many designers showing in late February and even a few waiting to reveal collections until April, this year’s “tailored” event is sure to bring joy to many as it rolls on throughout the spring season.

NYFW typically includes two types of shows: industry and open-to-the-public shows. Even in #BeforeTimes, it was typically difficult to snag an in-person seat; however, this year you can get a front-row view if you choose to join. Visit the official schedule to see what’s open to the public.

Curious about ways to amp up a virtual event to spark interest and engagement? Check out our blog on Effective Socially Distanced Events!

By Clairemont intern Maia Guterbock, a senior at UNC-Chapel Hill.

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