Due the coronavirus scenario, the fashion industry is currrently studying how September fashion weeks are going to be. Although doctors and experts believe that the situation will possibly be under control until the summer, social distance will still remain for a period after the pandemic. For that reason, big events will continue to be discouraged. During February, celebrities, influencers, press and buyers who would attend the fashion shows had to give up their seats and watch the online transmission.

The last decade was marked by technological developments. Social media has revolutionized the way brands communicate with their customers. And tools like AR and VR are reshaping the fashion industry. The subject is not totally new. For years, fashion players have been discussing about how to apply this elements into fashion shows. Especially now with all the uncertainty the coronavirus pandemic brought to everybody, VR seems to be an unprecedented turning point for the market.

A SUSTAINABLE AND TECHNOLOGICAL ALTERNATIVE FOR FASHION SHOWS

Virtual Reality can increase audience’s engagement as well as improve their experience. All it can do this while being sustainable at the same time. Bringing VR into fashion and virtualising the shows maybe is most viable and eco-conscious alternative for the planet. In China, live streaming and VR are already popular tools to see and shop collections. And brands have embraced Chinese platforms.

Although AR is currently more accessible, since for the VR experience it is necessary to have specific equipment, this last one allows the viewer to see and hear fully immersive in a 360-degree view of any environment. The user can watch a model walking on a traditional catwalk. As they would in real life, turning from right to left when they passed. Amid the coronavirus outbreak, Lanvin broadcasts Paris Fashion Show using VR. The brand made a partnership with the Chinese video platform iQiyi.

In order to follow this move, virtual showrooms, where buyers can view and order products remotely, are on the way. The wholesale platform for fashion and beauty, Joor, enables virtual showrooms and during this period saw the average value of each order placed increase by 400%, compared to 2019 numbers.