With the recent COVID-19 developments the world has witnessed, holding in-person shows for the launch of new collections was, to say the least, no longer an option for big fashion houses. Industry giants have turned towards a virtual, digitalized approach to product presentation for the most recent seasons.
Such innovative alternatives set new standards for the creatives: here are some of the most compelling works of the season.
SAINT LAURENT: SUMMER OF ’21
Saint Laurent’s Anthony Vaccarello collaborated with director Gaspar Noé for a never-before-seen short film presenting its newest collection. Set in an eerie yet elegant ambience, the film transports us into a world of mystical beauty, giving each piece of the collection its well-deserved value.
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SAINT LAURENT – SUMMER OF ‘21
JACQUEMUS: L’AMOUR
Despite holding one of the most beautiful in-person shows for this new SS21 collection a few months ago, Jacquemus’ “L’AMOUR” joined the digital look book movement with this presentation, issued a few days ago. Directed by Oliver Hadlee Pearch, this film generates poetic and magical sensations in a rural setting, maintaining this collection’s soul. Every item evokes luxury from modestly elegant dresses to monochrome fits and an array of neutral scaled pieces.
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JACQUEMUS SS21 “L’AMOUR” BY OLIVER HADLEE PEARCH
MAISON MARGIELA: S.W.A.L.K II
Maison Margiela’s Co-Ed Spring-Summer 2021 Collection unveiled in a fashion film, by Nick Knight. Merging documentary footage from the house’s atelier with John Galliano’s tango dance memories of Buenos Aires, this presentation sets forth the narration of a story of love and passion. The entirety of the performance carries out the collection’s personality itself: new forms of beauty in the renewal of artisanal garments.
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Maison Margiela Co-Ed Collection Spring-Summer 2021 | S.W.A.L.K. II
MOSCHINO: NO STRINGS ATTACHED
Creative director Jeremy Scott rendered what should have been an in-person fashion show into a miniature tailored marionettes event. He gave Moschino’s SS21 collection a dimension we love. 40 looks were authentically re-proportioned to fit different 30-inch-tall figures, created by Jim Henson’s Creature Shop, maintaining every detail of the motifs, fabric, and garments. This puppet show celebrates in its own, positively unique way, the merits of haute couture.
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Moschino Spring Summer 2021 collection
BALENCIAGA: SUNGLASSES AT NIGHT
Last but not least, Walter Stern opts for a look-book made out of a music video for Balenciaga’s Summer 21 Pre-Collection. Through a modern rendition of Corey Hart’s 1984 Sunglasses at Night by BFRND, models walk the streets of dark Paris to gather at the iconic Pont Alexandre III. Through this, he gave us an overview of the entire collection. Once again, the marriage of sound to the brand’s vision conveys everything this collection is: glamour and attitude.
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Balenciaga Summer 21 Pre-collection