Virtual fashion show, here to stay or a temporary replacement?

Amot Syamsuri Muda on Tuesday (23 June) launched the preview of his latest collection on video and audio conferencing platform Zoom. While it’s not a conventional way to present a collection, the talent working on the virtual show is almost similar to that of traditional runway. Only this time, there is a video editor.

There were photographer Glenn Prasetya, choreographer Edwan Handoko, host Dino Augusto, music director Diabram, make-up artist Barry Ritonga and models strutting down the runway.

Unlike conventional runway where the designer is at the backstage, viewers could directly interact with Amot on screen. It’s actually a pleasant surprise to be able to communicate with the creator of the collection.

For viewers though, it’s a rather unique experience. Who would have thought there comes a day when we can attend a fashion show from our bed with no make-up on?

The creative industry -events and performance sector in particular-, took a huge blow due to the pandemic. Fashion weeks were cancelled and music concerts as well as all kinds of live performance are prohibited.

Regardless of the situation, the show must go on. Musicians go to Instagram and YouTube to perform live. Art exhibitions have to move online. Fashion photo shoot is shot through FaceTime. Fashion show is pre-recorded, so is Amot’s show.

In April, the British Fashion Council announced men’s fashion week will be held virtually in July. Congolese designer Anifa Mvuemba used 3D models for her label’s Instagram live fashion show, making it look as though invisible models were showcasing her collection.

Virtual fashion show pushes designers to be digital-forward and innovative in challenging times. On the plus side, going digital allows designer to reach a wider audience and, perhaps, reduce the waste and carbon emission from commuting and consumption during fashion show.

Going forward, Amot is also mulling over adding virtual show in a real-life fashion show when things return to normal. “The response we got so far has been very positive. We might blend online show with our offline show to create new experience in the future.”

In terms of sales, the new format doesn’t stop people from buying. “Thank goodness I’ve received pre-orders for my clothes after the show,” said Amot.